Homegrown names are shaking up the beverage industry with traditional flavors and affordable prices
New Delhi: India’s non-alcoholic beverage market is bubbling with fresh energy — and it’s not the big brands making the splash. In 2024, smaller and newer drink companies fueled a remarkable 30.2% growth in value, according to NielsenIQ. This marks the highest growth in the last five years.
From carbonated drinks and flavored waters to herbal teas, juices, energy drinks, and ready-to-drink coffees — the industry touched sales of ₹91,000 crore last year. Volume-wise, the market grew by 8.5%, showing a strong shift in consumer preferences.
What’s driving this growth?
-
Rural India played a big role, contributing more than 30% to the surge in demand.
-
Traditional Indian flavors like zeera (cumin), shikanji (spiced lemonade), and nimboo (lemon) are making a comeback.
-
Consumers are increasingly seeking healthier, low-sugar, and natural options.
Smaller brands like Lahori, Storia, Raw Pressery, Paperboat, Roasteda, Pluckk, and Tru are challenging giants like Coca-Cola, Pepsi, Tropicana, and Real — both in the affordable and premium segments.
These brands are growing fast. For instance:
-
Lahori, known for its desi-style drinks, is growing at 70% year-on-year.
-
Roasteda jumped from ₹4 crore in sales in FY2022 to ₹64 crore in FY2025.
Even global giants are adapting. Coca-Cola and Pepsi are launching low- or no-sugar drinks in smaller, affordable packs to stay relevant. Brands like Campa Cola are also helping revive the affordable drinks segment with prices starting at just ₹10.
“Indian consumers are evolving — they want healthier, more convenient, and unique drinks,” said Roosevelt Dsouza of NielsenIQ. “The demand for functional drinks like herbal teas and flavored water is rising fast.”
Lahori’s founder, Saurabh Munjal, summed it up: “We’re not doing the usual flavors. Lahori is about differentiated, desi options — and there’s still a lot of potential to explore.”
