Godawan 173: The Collector’s Edition set out to bring a quiet CONSERVATION WIN into public view. For five years, Godawan Artisanal Indian Whisky supported efforts to protect the critically endangered Great Indian Bustard, helping grow its population from 96 to 173. With limited awareness, the risk was losing momentum and CULTURAL RELEVANCE.

Rather than lean into loss, we CELEBRATED SURVIVAL. Using the language of luxury—where rarity and craftsmanship signal pride – we reframed nature as something precious and worth preserving. Rooted in Rajasthan, we partnered with Jaipur Blue Pottery artisans guided by Dr Leela Bordia, drawing a parallel between a fragile bird and a fragile craft. We created 173 ONE-OF-A-KIND bottles, each representing one surviving bird and symbolising SHARED OWNERSHIP of a living legacy. Launched at London Fashion Week, the edition bridged conservation, culture, and high fashion.