CHICAGO (Diya TV) — A group of Indian American entrepreneurs is entering the global spirits market with an ambitious new brand: FINO Tequila. The premium tequila label, whose name stands for “Failure Is Not an Option”, aims to challenge conventional perceptions of the drink and redefine how tequila is enjoyed.
“There’s a clear movement towards people adopting tequila as their beverage of choice,” said Paroon Chadha, FINO co-founder, at the launch event in Chicago.
FINO’s founding team says the venture was born not out of a love for liquor, but from a shared drive to create something original and meaningful.
“Fino was born when Jana and I met, and we both had a vision and passion for creating a brand. We didn’t know it was going to be tequila. We didn’t know it was going to be named Fino. We just wanted to do something,” said Sonali Patel, one of the co-founders.
Jana Iyer, her fellow co-founder, echoed that sentiment: “When I met Sonali, we started brainstorming multiple ideas. Tequila just happened. We got fascinated by the whole tequila process and the similarities between Mexican and Indian cultures—families coming together, food, the tropical climate.”
The brand markets itself as an ultra-premium, additive-free tequila made from 100% blue agave. Beyond taste, the founders say it’s also about lifestyle—cleaner drinking, elevated experiences, and mindful consumption.
“Our tequila is additive-free. It’s pure agave juice, 100 percent agave azul. It’s ultra-premium, and you can just taste it,” said Patel.
“Traditionally, when people think of tequila, they think of shots—multiple shots at a party, getting sloshed, and waking up with a hangover. But we wanted to elevate the knowledge of tequila, how it’s consumed, and make it more sophisticated. Think of it as an agave wine where you can actually sip on it,” said Iyer.
Nick Patel, another co-founder, pointed to the practical advantages of tequila over heavier liquors. “If you’d have too many wine, you will get tired and you will go to sleep and I’m hardworking guy. I work like 14 hours a day. I cannot afford drinking scotch and next day not able to perform. So that really after experience, like first I didn’t believe it, but you have to experience.”
The project also carries personal weight for Indian cricket legend Yuvraj Singh, who joined the venture as a co-founder. His battle with cancer during his playing career parallels the resilience message embedded in the brand’s identity.
“I think it’s a great opportunity for me to be the face of the brand. And, uh, I don’t think anything written is more than, uh, than me, uh, saying that, you know, failure is not an option because that’s Fino’s story. That’s my story. And I think we gel really well together and, uh, I really hope that, uh, we make it quite big.”
Though tequila remains unfamiliar to many South Asian consumers, the FINO team believes education and storytelling will help introduce the spirit to a new audience.
“The most important thing is the message behind it. Failure is not an option. Whether it’s in your studies, your relationship, business. Whatever it is, you fall down, you get back up and you push hard, you know, resilience, perseverance, strong headed spirits,” said Vikram Kumar, co-founder.
With a message that transcends markets, and a product built on both authenticity and aspiration, FINO Tequila isn’t just a drink—it’s a statement.
