In a space long dominated by high-sugar, artificial ingredient-heavy colas, Neopop is carving out a niche with its bold promise: real fruit, lower sugar, and genuinely refreshing taste. Launched in November 2024, the brand is led by Adamya Sharma, who saw a clear opportunity in reimagining carbonated beverages for the modern Indian consumer.
“We wanted to offer something that didn’t make people feel guilty after drinking it,” Adamya says. “So we focused on lowering sugar, removing artificial ingredients, and using real juice.” That vision quickly turned into a reality through rigorous R&D. Before launching, the team iterated over 100 samples to get the flavor just right.
Taste, Adamya insists, remains king in this category. But Neopop also makes a case for being different. While most mango drinks in India are juice-based, Neopop’s mango flavor is carbonated—something few have attempted. Alongside mango, the lemon and orange variants round out the lineup, with lemon emerging as the brand’s top seller due to its sharp, familiar tang.
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Building a beverage brand from scratch isn’t for the faint of heart. “It’s often called the graveyard of brands,” Adamya admits. Raising funds, breaking into retail distribution, and educating a skeptical market were all steep challenges. But Neopop’s strategy has remained focused: go where the consumer need is.
Interestingly, post-pandemic shifts have also worked in their favor. With rising awareness around health, people are actively seeking better-for-you alternatives. “There’s now space for both indulgent and healthy options. The same person who drinks a zero-sugar soda during the day might want something sweeter in the evening.”
Neopop’s packaging and branding reflect this balance—designed to be vibrant and playful without veering too far into luxury or generic territory. Created in partnership with Mumbai-based Propagator Lab, the visual identity is both inviting and unique.
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And when it comes to marketing? Nothing beats sampling. “Liquid to lips,” Adamya emphasizes. “Once people try it, they get it.”
Looking ahead, the goal is clear: become a household name in India’s metros within the next three to five years. For Adamya and team, it’s all about taste, trust, and a little fizz of disruption.
