“Yaara” – Why, My Friend?
Updated: Nov 27, 2022
Choosing a name for a business is difficult on a good day. For me, choosing the name of my distillery would be even more difficult: how do I capture the essence of home that I’m trying to introduce to my friends? What word could possibly capture the fusion of cultures that will do justice to where I’ve come from, where I am and where I’m going? I didn’t realise it at the time, but the search for the right name would also be an inward search of discovery of myself and my mission. What that search revealed to me was not only obvious but simple. A word that captures the spirit of friendship in a way that no other could. The Indian word for friendship. Yaara, my friend.