“The freedom they gave me was extraordinary,” he said of Chivas Regal. “They never once asked me to make it more commercial. They wanted it to feel alive.” That freedom led to a visual world filled with symbolism. At the centre stands the Winged Panther, a creature he imagined from recurring childhood dreams of flight, a metaphor for courage and exploration. Alongside it appear the Serpent, symbolising infinite possibility, and Illumination, representing wisdom and light. Together they form a story of transformation, a fitting reflection for a season of renewal.
Chivas Brothers / Chivas Regal
In a market increasingly driven by meaning as much as marketing, collaborations are at their best when they reflect more than a logo exchange.
That’s exactly what I found in Gaurav Gupta’s new partnership with Chivas Regal, a meeting of imagination and trust that arrives just in time for Diwali, the festival of light and new beginnings. Two limited-edition designs for Chivas Regal XV and Chivas Regal 12-year-old mark the collaboration, but the real story lies in how it reflects India’s rising creative confidence on a global stage.
Gupta’s signature sculptural language, sweeping forms that have made him one of India’s most distinctive voices in global fashion. His work has appeared on the red carpets of the Oscars, Emmys, Grammys and Cannes, worn by Beyoncé, Cardi B, Lizzo, Megan Thee Stallion, Maluma, Fan Bingbing, Aishwarya Rai and Deepika Padukone.Beyoncé wearing Gupta (Photo by Kevin Mazur/WireImage for Parkwood)
WireImage for Parkwood
Both designs carry Gupta’s signature sculptural language, sweeping forms that have made him one of India’s most distinctive voices in global fashion. His work has appeared on the red carpets of the Oscars, Emmys, Grammys and Cannes, worn by Beyoncé, Cardi B, Lizzo, Megan Thee Stallion, Maluma, Fan Bingbing, Aishwarya Rai and Deepika Padukone. Yet when he talks about design, there’s certainly no ego, only energy.
A Collaboration Built on Trust
“The freedom they gave me was extraordinary,” he said of Chivas Regal. “They never once asked me to make it more commercial. They wanted it to feel alive.”
That freedom led to a visual world filled with symbolism. At the centre stands the Winged Panther, a creature he imagined from recurring childhood dreams of flight, a metaphor for courage and exploration. Alongside it appear the Serpent, symbolising infinite possibility, and Illumination, representing wisdom and light. Together they form a story of transformation, a fitting reflection for a season of renewal.
The Chivas Regal XV x Gaurav Gupta comes in gold, bold and opulent; the 12-year-old edition in silver, modern and refined. They are beautiful objects, yes but they’re also statements about how creativity, when given space, can speak to something universal.
Celebration in Context
Gupta explains: “Celebration is energy. It’s what reminds us to create, to connect, to keep moving forward.”Diwali, also known as Deepavali, or the ”festival of lights”, is a popular Hindu festival that symbolizes the spiritual “victory of light over darkness, good over evil, and knowledge over ignorance.” (Photo by Adam Gray/Getty Images)
Getty Images
Diwali is now one of the world’s most commercially significant festivals. Last year, Indian consumer spending during the season reached around ₹ 3.75 lakh crore (about USD 45 billion) and is expected to exceed ₹ 4.25 lakh crore (around USD 51 billion) this year.
That instinct resonates far beyond India. Consumers everywhere are redefining what it means to celebrate, seeking moments of joy that feel personal, not performative. It’s a trend I’ve seen across markets: people choosing experience over excess, symbolism over spectacle.
Chivas Regal’s decision to collaborate with a celebrated creator captures that shift. It’s a move from marketing to meaning an understanding that modern consumers respond to integrity and imagination more than heritage alone.
The Business of Emotion
From a commercial standpoint, it’s a savvy partnership. India’s whisky market, valued at roughly USD 19 billion in 2024, is projected to reach nearly USD 49 billion by 2030. Within that, premium Scotch is growing at over 16 % annually, driven by younger, design-aware drinkers.
Chivas Brothers / Chivas Regal
From a commercial standpoint, it’s a savvy partnership. India’s whisky market, valued at roughly USD 19 billion in 2024, is projected to reach nearly USD 49 billion by 2030. Within that, premium Scotch is growing at over 16 % annually, driven by younger, design-aware drinkers.
But what stands out is the tone of the collaboration. As Nick Blacknell, Global Marketing Director at Chivas Regal, explained:
“Gaurav’s ability to blend culture, art and modern luxury perfectly aligns with our ambition of inspiring a new generation of whisky drinkers, whilst redefining what luxury means today.”
Cultural Confidence
.The country has become the world’s fourth-largest economy, but beyond numbers, it’s defining a new aesthetic language , bold, rooted, global. “We have such a deep visual vocabulary,” he told me. “The world doesn’t need a version of it. It just needs to see it as it is.”
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For me, Gupta’s work also represents something broader about India right now. The country has become the world’s fourth-largest economy, but beyond numbers, it’s defining a new aesthetic language, bold, rooted, global. “We have such a deep visual vocabulary,” he told me in an exclusive conversation. “The world doesn’t need a version of it. It just needs to see it as it is.”
That clarity of identity, of purpose is what gives this project its strength. The bottles may be limited editions, but the message is expansive: that luxury doesn’t have to imitate to resonate.
When I asked him what he hopes people see when they hold one of these bottles, he said, “Movement. The energy of something alive. That’s what I wanted to capture.”
Luxury That Feels Human
What’s striking about Gupta’s perspective is how naturally it connects with today’s consumer mindset. He isn’t selling spectacle; he’s celebrating expression. And the Chivas Regal brand team, to their credit, has recognised that giving creative freedom can produce commercial strength.
It’s a partnership built on mutual respect and it reflects a wider truth: the future of luxury lies in the spaces where emotion meets excellence.
As Diwali lights shimmer across cities from Mumbai to Toronto, that feels like an idea worth raising a glass to. In a world that can often feel uncertain, moments of genuine celebration grounded in meaning, connection and creative trust may be exactly what we need.
Source: https://www.forbes.com/sites/katehardcastle/2025/10/17/the-spirit-of-now-gaurav-gupta-on-celebration-creativity-and-cultural-confidence/
