Built around the attributes of the champion cricketer, Mahendra Singh Dhoni, and inspired by his signature ‘helicopter shot’, Copter7 is a range of new artisanal chocolates and beverages (alcoholic and non-alcoholic) by 7Ink Brews, a young and dynamic food and beverage company based out of 
Mumbai, founded by Mohit Bhagchandani and co-founded by Adil Mistry and Kunal Patel. The cricketer, who is known for his passion and commitment, believes in the vision of the company – the reason he chose to be a part of it. Says Dhoni about his association with the brand, “When you believe so strongly in the vision of a company, it makes the association that much more meaningful. 7Ink Brews and I share a similar thought process on how exciting brands can be built from inception. Like any sportsperson who works relentlessly to achieve their goals, 7Ink has that ingrained in its DNA too. I am truly elated to be a shareholder and brand ambassador for a company like 7Ink Brews. The food and beverage line, Copter7 has great potential and I am excited to be associated with it.”
TMM chatted with Mohit Bhagchandani to learn more about Copter7’s range of products and their future plans.
Tell us how you thought about Copter7 and the inspiration behind the brand.
Copter7 is built around the attributes of champion cricketer Mahendra Singh Dhoni, and inspired by 
his signature ‘helicopter shot’. The brand embodies the heart and drive of the legend himself. The most striking quality about MS Dhoni, among many, is his undying ‘can’t stop, won’t stop’ spirit. We want to offer a range of products that are consistently classic and authentic, and we couldn’t think of anyone with more appeal than him. Our focus is to create great brands starting with chocolates and beverages (non-alcoholic and alcoholic), all driven by grit, passion, aspiration, and a winning spirit that sums up the ethos of our brand DNA.
MS Dhoni is not known to be someone who comes on board for the sake of it. How did you manage to bring him on board as a shareholder and ambassador for Copter7?
MS Dhoni strongly believes in the vision of the company. He has been an integral part of the journey since inception. He identified with the DNA of the brand and shared a similar thought process on how exciting brands can be built from inception. We wanted to create a brand that was built in India and take it to the world.
Can you tell us more about the alcoholic and non-alcoholic range of beverages from Copter7?
We have launched the Copter7 range with two variants: Strong Beer, Premium Lager Copter 7 Strong Beer Brewed along the lines of Strong German Märzen lager with imported Munich, Vienna, and Pilsner malts, Copter 7 Strong is a malty amber lager with a toasty aroma. Lighter on the palate due 
to its low bitterness levels, the drink boasts of a caramel sweetness making this a smooth, flavourful drink. The hop flavor has been kept to a minimal, which gives it yet another dimension – a mildly spicy, herbal tinge. This one’s sure to evoke a celebration of tastes in your mouth, leaving you feeling 
like you bit into a freshly baked loaf of bread. Copter 7 Premium Lager, is a light, crisp beer and will refresh you, and quench your thirst on a hot afternoon. Brewed majorly with 2 Row Pilsner malt for a smooth clean malt flavour, this maize-based drink is so low in bitterness, the fruitiness in its flavour stands out distinctly, enticing your taste buds, and will prove to be unputdownable. You can depend on this highly sessionable drink to give your dull day a sparkly bounce.
You have tied up with chocolatier and chef David Belo for the artisanal range of chocolates under the brand. Tell us how he came to be on board for the project. Also, tell us about the chocolate range.
Our artisanal chocolates are not just a treat to a gourmet’s eye but also to the taste buds. For the line of artisanal chocolates, we teamed up with well-known chocolatier and chef, David Belo of Mysore-based craft chocolate brand Naviluna. Using sustainably-grown cacao sourced from Southern India, these bean-to-bar chocolates are all-organic, vegan, and GMO-free, allowing you to appreciate the qualities of the Indian cacao bean in its full glory. On offer are bespoke flavours using local ingredients, such as – Mosambi Zest – Strawberry and Coffee (a dark chocolate variant) – Mint – Mulberry (made with cocoa butter/non-vegan).
We understand that in the first phase, Copter7 range of products will be available in Mumbai, Pune, Goa and Bengaluru. Can you tell us about the future expansion plans?
The second phase of the launch will be followed by UP, Haryana, Jharkhand, Punjab and Chandigarh over the next few months. The company also has plans to take the brand international, starting with markets like the UAE and Singapore soon.
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