For decades, global soft drink giants such as Coca-Cola, Pepsi, and Sprite have dominated the Indian market. But now, a desi disruption is fizzing up from the grassroots. From cumin-laced sodas in Punjab to masala-spiced lemonades in Karnataka, ethnic beverages are not just quenching thirst — they’re reviving culture, nostalgia, and health traditions.
This shift is more than just about taste. It reflects the changing consumer identity and demand for locally rooted, affordable, and healthier alternatives.
In 2017, three cousins from Punjab — Saurabh Munjal, Saurabh Bhutna, and Nikhil Doda — launched Lahori Zeera. What started as a humble cumin drink is now a ₹800 crore brand (FY26 projected).
Key growth levers:
From temple towns like Vrindavan to jewellery stores in small towns, Lahori Zeera has become the unofficial welcome drink of Bharat. It tapped into underserved Tier III and IV markets — where legacy brands had weak distribution — and built an entirely new category of ethnic sodas.
In the South, Bindu Beverages from Karnataka has carved a similar story.
Founded in 1988, Bindu blends local tastes with fizz using ingredients like:
With loyal regional appeal and growing visibility in metros through modern trade and quick-commerce platforms, Bindu proves that Southern flavours can travel just as well.
No discussion of India’s ethnic beverage revival is complete without Paper Boat.
Launched in 2013 by Hector Beverages, Paper Boat reintroduced traditional Indian drinks like:
Why it worked:
Paper Boat proved that Indian flavours could be premium, modern, and proudly desi — without cola-level marketing spends. It helped reset consumer expectations and paved the way for newer brands, such as Lahori and Jeeru, to thrive.
| Aspect | Ethnic Beverage Disruptors | FMCG Majors |
|---|---|---|
| Innovation | Fast, rooted in local tastes | Often reactive |
| Distribution | Rural-first, general trade | Urban-focused, now shifting |
| Pricing | ₹10 sweet spot, single SKU | Experimenting with pack sizes |
| Brand Loyalty | Low, but high repeat for value | Traditionally higher |
| Category Creation | Created “desi fizz” segment | Now imitating disruptors |
India’s ethnic beverage segment, valued at ₹4,000–5,000 crore, is set to double in the next three years.
Now entering the ring:
These companies are all racing to catch up to the playbooks set by Paper Boat and Lahori — not just in terms of flavour, but also by rethinking price points, formats, and cultural storytelling.
Brands like Sosyo (1923) in Gujarat and Ardheshir & Sons (1884) in Pune remain strong regional players. Their continued survival underscores a crucial truth: familiarity and tradition often prevail over big-budget branding.
From women-led startups in the Northeast to Shark Tank-funded shikanji brands in Uttar Pradesh, ethnic drinks are now innovation playgrounds.
Unlike cola-heavy branding, these drinks sell emotional connection, community, and cultural pride.
According to FMCG expert Ankur Bisen, large players have long ignored rural tastes by pushing urban constructs into Tier III/IV markets. Lahori and Paper Boat showed the potential of sincere localisation — not just in taste, but in packaging, format, and storytelling.
With urban growth slowing, FMCG giants are finally adapting:
Despite the buzz, the sector faces hurdles:
Still, the opportunity is real. India’s per capita soft drink consumption is just 4–5 litres, compared to 30 litres globally. Even Bangladesh consumes more. That’s a vast headroom for growth.
India’s ethnic beverages revival is more than a trend — it’s a movement. From Lahori Zeera in Punjab to Bindu in Karnataka; from Fuljar in Kerala to Sosyo in Gujarat; and from Paper Boat’s metro nostalgia to Manipuri herbal teas — this is a nationwide reawakening of taste, tradition, and trust.
As global giants race to catch up, it’s brands rooted in real stories — not slogans — that are turning bottles into a sense of belonging.
https://the-captable.com/2025/07/jeera-masala-soda-lahori-india-ethnic-flavoured-drinks
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