Launched by the Rajasthan government's Ganganagar Sugar Mills (GSM), it is an attempt to keep Rajasthan's unique traditions and history alive. In the colourful mosaic that's Rajasthan, royal families of Marwar, Mewar, Jodhpur, Kanota, Hadoti, Bikaner and many such 'rajwadas' or 'royal families' had concocted their special, inimitable liquors, which were prepared keeping in mind the climatic conditions of the area and the surroundings.

Apart from the royal families, many small reputed families or thikanadaars were entrusted with the job of brewing their own special liquor by the rulers. But after Independence, when the principalities were abolished, the production of these liquors was banned. The apparatuses in which these were prepared were also seized. Only the recipes were penned down painstakingly by the rulers, which were preserved by their descendants.

Most of these liquors combine special herbs and spices specific to each principality with dry fruits, milk, honey and ghee. The rulers and thikanadaars used earthen, copper and brass utensils to brew these liquors. In those days, there was a different department for liquors. Three types of liquors were prepared- Ikbara, Dobara, and Asaav.

For the domestic market, the bottles are made of glass while those for export will be packaged in ceramic and designer glass bottles packed in a velvet bag. Each pack will also carry a small history of the particular beverage. The beverages are available in heritage hotels, RTDC hotels and heritage trains. For production of these royal liquors, old state time distillery at Jhotwara in Jaipur has been renovated complete with new plant and machinery.