Godawan is a brand born with a promise to save its namesake, Godawan, or the Great Indian Bustard. The population of this critically endangered bird declined by ~90% over the last 50 years. For the past five years, we have cohabited and restored the bird’s last home in the Indian state of Rajasthan. This work has led to a rise in the bird’s population from 96 to 173. So we turned this milestone into a global campaign to generate greater awareness and aid towards this little-known project from India. This led to the launch of a limited-edition whisky - the Godawan 173: Collector’s Edition. A limited series of 173 bottles with illustrations of every single bird alive today. It was handcrafted in the centuries-old Jaipur Blue Pottery art style that comes from the same land as the bird. This folk art was fading as its local artisans shifted to more lucrative but ecologically harmful professions. Reviving this art will give a new lifeline to an entire community of artisans. This ensures that they continue to live in harmony with their land, and this rare bird. The exceptional craft was made possible under the mentorship of Prime Minister’s awardee and art conservationist Dr. Leela Bordia, and in collaboration with local Jaipur Blue Pottery artisans. The bottles used a traditional, delicate quartz base, featured intricate nature-inspired motifs, and the Godawan bird itself - in signature vibrant colours. The bottles featured the world’s first artisanal liqueur cask-finished Indian single malt, making the collection a true rarity. The carefully crafted collection was presented at the London Fashion Week and The Savoy Hotel in London. It even inspired a custom Godawan-themed gown by British fashion house Erdem, created for Indian cultural icon Sonam Kapoor’s red-carpet look. The handcrafted collection generated both interest and funds for the cause. It raised USD 50,000 in conservation aid from the sale of the very first bottle. It is projected to generate 8x the conservation aid donated by the brand last year. It reached over 200 million people globally, brining recognition to Godawan’s conservation. With a 180% lift in brand sales over the same period last year, the growing business is taking the bird’s name to new frontiers. This project demonstrates how meaningful, culturally rooted craft can transcend aesthetics to create impact. Godawan will continue to revive local Rajasthani folk art industries to preserve the future of this bird.