A rice beer brand that pays tribute to the seven sisters

Among the thousands of Indians who experienced a turning point in life during the Covid-19 lockdown is Keenan K Marak. The founder of 7 United – a brand selling hand-crafted canned carbonated rice beer — took up winemaking as a creative outlet while he was stuck at home in Tura, Meghalaya. Several failed exercises later, the “fun experiment” finally led to a full-fledged business that has started making a buzz in the state. 

“I began by experimenting with different fruits from our backyard,” Marak, 25, recalled. “It was during one of these moments that a friend suggested I try making traditional rice beer, an intrinsic part of our culture in Meghalaya. I initially failed repeatedly in recreating the authentic taste. However, those failures ignited a curiosity in me that wouldn’t fade,” he added.

The beginning of 7 United 

Determined to master the craft, Marak travelled to rural areas where he interacted with traditional rice beer brewers and farmers from Babadam and Marakgre in West Garo Hills district of Meghalaya.  

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“We sat, talked and drank together. They taught me the beautiful art of crafting this ancient brew,” recounted Marak, adding that he was struck not just by the taste, but by the history and cultural significance tied to the beverage. 

“That’s when it hit me: this wasn’t just about making a beverage, but about preserving and sharing a part of our cultural heritage with a larger audience,” said Marak, who grew up in Meghalaya before moving to Guwahati to complete his schooling. He then earned his Bachelor’s degree from St. Joseph’s College in Bengaluru. 

“My college education in chemistry, botany and zoology gave me a strong understanding of fermentation and the complex processes that go into extending the shelf life of such products,” Marak explained, talking about where he gained the confidence to launch a business in the absence of any formal experience in entrepreneurship. “During my Bachelor’s, I also took entrepreneurial development as an optional subject, which gave me some foundational knowledge about starting and running a business,” he added. 

Beyond that, most of his learning came from on-the-ground experiences and challenges he faced while building the brand. Marak then also received support from PRIME Hub Meghalaya (in partnership with IIM Calcutta Innovation Park), which provided bootcamps and mentoring sessions on how to run a company effectively. 

“The combination of my passion for preserving our tradition, the technical knowledge I had, and the support from local incubators gave me the motivation and confidence to start 7 United,” he said. 

A tribute to the northeastern states 

The name 7 United is a tribute to the northeastern states, which are also often referred to as the ‘Seven Sisters’, and the unifying essence of rice beer, which is deeply embedded in the tradition of each of these states. 

“I wanted to create something that would resonate with the people of the northeast while introducing it to the rest of the nation, and eventually the world, to this beautiful aspect of our culture,” said Marak, who belongs to the Garo tribe.  

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“Rice beer is more than just a beverage for us. It’s deeply woven into the rituals, celebrations and everyday life across all indigenous communities in the northeast,” he added. “I felt a strong responsibility to preserve and share that heritage.” 

An empowering journey

Through 7 United, Marak also seeks to ensure that the art of traditional brewing is not lost to time. He is currently working with around 15 indigenous brewers and farmers from various villages in Meghalaya who have been practising this craft for generations. 

“By working with them, we’re not only ensuring the authenticity of our product but also directly contributing to the preservation of this craft,” Marak said, adding that the impact has been quite significant for these brewers, many of whom were primarily dependent on subsistence farming or small-scale brewing for local consumption. Through 7 United, they’ve been able to scale their operations and reach a much larger audience. This has provided them with a sustainable source of income and financial growth. Additionally, their traditional skills are being recognised and celebrated beyond their local communities, giving them a sense of pride and empowerment. 

“Moreover, our collaboration has encouraged the younger generation in these communities to see value in their cultural heritage and traditional practices,” said Marak. “I hope this will make them more invested in preserving these skills rather than moving away from them.”  

While 7 United has gained significant traction in the local market of Meghalaya, capturing a substantial portion of the rice beer segment and creating a buzz with its unique branding and product, Marak is now looking to expand into other states in the country, and beyond. His outfit currently employs seven people on a full-time basis, of which three are women. The packaging unit operates from Ringre Gittim in Tura, Meghalaya. The rice beer, which costs Rs 110 for a can, is currently available at wine stores in Shillong and Tura in Meghalaya. 

“With the rising popularity of craft beverages and the increased interest in indigenous products, we expect 7 United to grow into a nationally recognised brand in the craft beverage space, while continuing to provide economic opportunities for the local communities involved,” said Marak. “I see this as an opportunity to revive and safeguard a piece of our indigenous identity. For me, it’s not just a business venture, it’s a cultural mission.” 

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The lead image on top shows Keenan K Marak (left) at a stall selling 7 United rice beer. (Photo courtesy Keenan K Marak)

Worngachan A Shatsang is a freelance writer based in Ukhrul, Manipur. He was a Village Square Fellow in 2022.