Agave americana Cultivation in India Fuels $15B Spirits Industry

AI Summary

Farmers in India are beginning to cultivate agave americana on a commercial scale, which is vital for the $15 billion global tequila and mezcal market. Historically seen as a weed, agave is now viewed as 'blue gold' for its economic value. Coordinating over 100 kilometers of farmers, individuals like Masapalli Venkatesh ensure a steady supply to distilleries, which are willing to pay a premium. Timely harvesting of agave is crucial, as delays can compromise the quality of the plants used in alcohol production, underscoring the complexity of establishing this new industry.