DH Brands, a beverage contract manufacturer with over 20 years of expertise, is proud to introduce its own brand portfolio, featuring Rocketfuel as the flagship brand.
Rocketfuel – Original Punch is a groundbreaking energy drink crafted for the active Indian consumer seeking a powerful yet healthy boost. This zero-calorie, zero-sugar beverage provides a robust energy surge with only eight clean ingredients, making it the leanest option available on the market.
“We’re excited to enter the consumer market with Rocketfuel,” says Chirag of DH Brands. “For decades, my senior partners and I have been trusted to create successful beverage products from our humble plant in Bangalore. Now, we’re leveraging that experience to develop and launch our own innovative products.”
Rocketfuel Original Punch delivers a potent energy boost with its unique blend of Caffeine, Taurine, CoQ10, L-Theanine, BCAA, and Choline L-Bitartrate. Free from artificial colors, it ensures a clean and refreshing taste.
A Competitive Choice
“We understand that consumers are increasingly health-conscious,” says Chirag. “”Rocketfuel is reasonably priced, delivering a powerful and guilt-free energy boost without breaking the bank. This extends to our marketing and social media communication, where our witty, Gen-Z-oriented content has earned millions of likes and shares.”
DH Brands: Bottling Expertise, Branded Innovation
With decades of experience in contract manufacturing for beverage brands of all sizes in the non-alcoholic market, DH Brands is poised to expand its own portfolio. Leveraging this expertise, DH Brands aims to lead in sports nutrition and modern beverage innovation, providing consumers with a variety of innovative and delicious options.
Incredio, a subsidiary of HealthKart, a leading health supplement company in India, is excited to announce the return of its beloved Slim Shake in two delicious flavors – Chocolate and Mango. This reintroduction is designed to provide an efficient and lasting weight loss solution tailored specifically for health-conscious Indian customers.
By offering a nutritious and balanced alternative to traditional weight loss methods, Incredio Slim Shake has become the go-to choice for many in India seeking a sustainable and effective solution. This revolutionary shake helps individuals cut down on excess calories without compromising on essential nutrients, making it a favorite among those looking for a healthier alternative.
Each serving of Incredio Slim Shake is carefully formulated to provide a wholesome meal replacement. It contains an impressive 22 grams of a triple-blend protein, including whey, soy, and casein, which work together to keep you feeling fuller for longer. This helps reduce unnecessary snacking and overeating. Additionally, the shake boasts 6.7 grams of high fiber, which aids in digestion and promotes a sense of fullness. And all of this comes at only 221 calories per serving!
But what truly sets Incredio Slim Shake apart is its focus on nutritional completeness. Enriched with 24 essential vitamins and minerals, it ensures that your body receives the nourishment it needs to support healthy, long-term weight loss. With Incredio, there’s no need for extreme diets or depriving your body of vital nutrients. Instead, you can confidently take a balanced approach to achieving
The product will be offered in a 480gm pack size, starting at a price of INR 799/-. It is available for purchase online through the company’s website and can also be found on popular e-commerce platforms such as Amazon, Flipkart, and Myntra.
On the relaunch of Slim Shake, Incredio Brand Head Ms. Neha Gupta expressed, “We are delighted to reintroduce Incredio Slim Shakes, which cater to the increasing demand for health and fitness among Indians. Our reintroduced shakes in Chocolate and Mango flavours strike a balance between taste and essential nutrition, offering a well-rounded approach to weight loss. We remain dedicated to supporting our customers in their health journey by providing products that are not only effective but also enjoyable.”
A survey conducted by EY India revealed that Indian consumers are becoming increasingly aware of the importance of health, fitness, and comprehensive nutrition. The COVID-19 pandemic has further emphasized the significance of health and immunity, resulting in a notable change in consumer behaviour towards natural food, health supplements, and specialized diets.
This indicates that customers will soon have the option to order from a variety of restaurants and fast food chains like Domino’s and McDonald’s via the Flipkart app.
Flipkart is actively engaging in discussions with ONDC for the integration process, as reported by ET, citing sources.
The report mentioned that food and beverages (F&B) is only the beginning for Flipkart on ONDC, with logistics to come next, offering competitive prices and swift responses. Despite being in the final stages of integration with ONDC in February, Flipkart’s logistics arm, Ekart, has not been very active.
The company plans to operate on the buyer side of ONDC, allowing consumers to order food while browsing fashion and apparel on Flipkart. This new service is expected to make Flipkart’s F&B ordering operations more efficient, as it eliminates the need to maintain a fleet of food delivery personnel or convince restaurants to list their offerings on Flipkart, as per the report.
In April, reports indicated that the government had urged ecommerce giants Amazon and Flipkart to establish ONDC storefronts on their websites to support the network in expanding operations, streamlining deliveries, and resolving any issues or delays.
This comes after ONDC reported rapid growth in May, with a record 89 Lakh transactions across retail and ride-hailing segments, marking a 23% month-on-month (MoM) increase.
Leveraging this platform, the government aims to increase India’s ecommerce penetration to 25%, with ONDC targeting a gross merchandise value (GMV) of $48 billion in the coming years.
Many startups and major companies have joined the ONDC network since its inception to improve their business operations.
In April, Ola was working on a feature that would allow users to buy groceries, fashion items, and apparel directly through its app. Likewise, PhonePe introduced services such as food delivery and ticket booking through the ONDC platform.
Companies like Delhivery, Dainik Jagran, Uber, IDFC Bank, Kotak, Dunzo, and Tata Neu have integrated their services with ONDC. Furthermore, the Adani Group, led by Gautam Adani, is reportedly exploring opportunities to enter the ecommerce and fintech sectors through the ONDC platform.
Reliance Retail, another conglomerate, has reportedly launched a pilot program on the ONDC platform through Fynd to explore opportunities within the network.
Additionally, 12 Indian unicorn startups—including EaseMyTrip, OfBusiness, Zerodha, and PhysicsWallah—signed letters of intent to join the Open Network for Digital Commerce (ONDC), according to a May announcement from the Department for Promotion of Industry and Internal Trade (DPIIT).
Even with bars and restaurants fully operational again, Indians continue to consume more alcohol at home than they did before the pandemic. Tipplers, especially older and wealthier individuals, are choosing premium products for their house parties.
The latest data from global alcohol market analysts IWSR shows that 79.2% of alcohol and beverage volume sales in India last year were ‘off-premise,’ meaning outside of bars and restaurants. While this percentage has decreased from 82.4% in 2022, it still exceeds the pre-pandemic figure of 72.5% in 2019.
During the Covid period, with clubs, bars, and restaurants shuttered, individuals turned to drinking at home. Even after the initial relaxation of restrictions, people persisted in socializing at home. This shift in behavior has endured, and according to companies, one consequence of the pandemic is that many individuals no longer view drinking at home as taboo.
“The trend is here to stay as customers realise they can get premium cocktails of a higher calibre for a lot less money than they can at bars. Additionally, they have become proficient in cocktail mixing and can replicate similar experiences at home,” explained Amar Sinha, Chief Operating Officer at Radico Khaitan, known for brands such as Jaisalmer Gin, Rampur Whiskey, and Magic Moments Vodka.
In India, the majority of liquor stores used to resemble small, dilapidated shacks with modest grilles, particularly in smaller towns. However, according to companies, in major metropolitan areas and some large cities, the retail experience has evolved to a more relaxed ambiance, with many liquor shops resembling supermarkets.
In 2019, bars and restaurants comprised 27.5% of total liquor sales in the country. However, in the case of beer, which is more closely associated with outdoor social gatherings than at-home consumption, their share was approximately 40%. Presently, on-trade represents 28.4% of beer sales, indicating a reduced reliance on restaurants for growth as consumers transition to microbreweries.
“Previously, beer offerings were limited to lager, but now consumers have a plethora of options within the beer segment, including wheat beer, stout, and IPA. Additionally, consumers favor freshly brewed beer served straight from the tap over mainstream bottled varieties, which has fostered the growth of microbreweries,” explained Teja Chekuri, Managing Partner at Ironhill India, the operator of India’s largest brewery.
On a global scale, on-trade consumption, or drinking at bars and pubs, surpasses that of India, which faces challenges such as a limited number of venues with liquor licenses. Additionally, with most alcohol and beverage companies prioritizing the sale of fewer but higher-quality products, this trend aids their promotion of more expensive products and encourages experimentation.
Meanwhile, the growth rate in the overall spirits market has decelerated from the 12-15% observed in the post-Covid years to 4% in the last fiscal year. This slowdown can be attributed in part to consumers’ reluctance to spend on discretionary products.
“Customers are becoming more frugal with their money by attending fewer social events, which highlights how crucial it is to establish brand equity. They remain loyal to high-quality brands,” stated Hina Nagarajan, Managing Director and Chief Executive of United Spirits, during an earnings call with analysts. “So, despite moderation and consumption slowdown in certain segments due to financial constraints, consumers are not compromising on quality.”
Amazon has introduced fresh initiatives aimed at creators in India. The e-commerce giant has unveiled Creator University and Creator Connect, educational programs tailored to meet the needs of the expanding influencer community in the country.
The corporation announced that Amazon Creator University will provide creators with a range of resources including video tutorials, articles, practical advice, workshops, and case studies, all geared towards helping them effectively sell their products on the marketplace. This initiative will serve both established influencers and those aspiring to become influencers.
The e-commerce site stated in a statement that “through a curated selection of resources, the programme offers participants with the foundational knowledge & practical strategies to cultivate a sustainable business on the Amazon marketplace.”
Meanwhile, Creator Connect will organize in-person events and workshops for creators, enticing new talent to join its flagship Amazon Creator Program. Within this endeavor, Amazon will facilitate interactive workshops led by influencers, seeking to nurture a thriving community of creators in anticipation of its upcoming major sales events later this year.
“Creator Connect comprises a series of face-to-face gatherings aimed at nurturing connections, knowledge acquisition, and advancement for creators within the Amazon network. Strategically scheduled alongside significant sales events and Amazon initiatives, these gatherings serve dual purposes: igniting anticipation for forthcoming promotions and enticing fresh talent to join the Amazon Influencer Program,” the statement elaborated.
With this move, the US-based ecommerce behemoth aims to capitalize on the burgeoning Indian creator economy, which has surged in prominence in recent years. To provide context, social media powerhouse Meta highlighted in a report last year that a significant portion of surveyed Indian online shoppers found beauty brands through social media channels.
The report also emphasized that 76% of surveyed consumers discovered fashion brands through social media. These two core categories are precisely the areas Amazon intends to leverage to drive sales and launch a robust offensive against its competitors, including the Walmart-backed ecommerce giant Flipkart.
Amazon’s Previous Engagements with Creators
Nevertheless, this isn’t Amazon’s inaugural foray into creator-focused endeavors. Back in 2022, the company enlisted content creators to spotlight products and address customer inquiries on its live commerce platform, Amazon Live.
Additionally, Amazon operates the Amazon Influencer Program, which empowers influencers to monetize their content within the marketplace and earn commissions on eligible purchases.
This comes as Amazon rapidly expands its presence in the country. Just last month, the ecommerce giant was set to finalize the acquisition of MX Player, a video streaming platform owned by Times Internet, for $100 million.
Last month, Amazon India received INR 1,660 Cr from its US parent. Earlier in February, it also secured an additional INR 830 Cr from the same parent company.
In the financial year 2022-23 (FY23), the standalone net loss of the ecommerce major’s India marketplace arm widened by 33% year-on-year (YoY) to INR 4,854.1 Cr. Conversely, Amazon Seller Services saw a modest 3.4% increase in operating revenue, reaching INR 22,198 Cr in the year ending March 2023, up from INR 21,462 Cr in FY22.
Tequila used to be synonymous with the end of a party, marked by the familiar three-step ritual: salt, shot, and lime. But times have changed. This agave-based spirit is now enjoyed in diverse ways: neat, over ice, with soda, and as a key ingredient in various cocktails beyond the classic margarita. As a result, it’s become the fastest-growing segment in India’s alcohol market, despite starting from a relatively small base.
Tequila sales in India increased to about 123,000 cases (nine litres each) in the last calendar year from 68,200 cases in 2022, as reported by company executives and based on data from global alcohol market analysts IWSR. In fact, sales have more than tripled since the pre-pandemic period, when 38,950 cases of agave-based spirits were sold in 2019.
“A few years ago, tequila was practically nonexistent; nevertheless, it has since become quite popular. According to Hina Nagarajan, MD of United Spirits, which recently invested in the regional agave-based spirit company Pistola, “it has been one of the most rapidly growing white spirits in the world since COVID.”
Tequila stands as the foremost favored rendition of the spirit derived from the agave plant, indigenous to Mexico. Following closely are its counterparts like mezcal (or mescal) and pulque. The assortment of agave-based products in India has surged from just under twelve in 2020 to nearly thirty-six presently, featuring recent debuts like Diageo‘s Don Julio and Kendall Jenner’s 818.
Tequila’s Appeal to Millennials: Cocktails, Trends, and Accessibility
According to companies, the spirit’s adaptability as a cocktail ingredient and its widespread availability in restaurants have contributed to its popularity among millennial drinkers, buoyed by increasing disposable incomes.
“It’s a drink that blends easily and carries a youthful, trendy vibe that’s all the rage these days. This spirit is gaining momentum worldwide, and Indians are catching on as trends spread. Yet, the main hurdle remains its price point; being crafted from 100% agave, it falls into the premium category, making it less accessible compared to other spirits,” remarked Minakshi Singh, co-founder of Cocktails & Dreams in Gurugram and SideCar in New Delhi.
Celebrity Influence and Branding: Tequila’s Global Reach
Numerous international icons like Dwayne Johnson, George Clooney, Justin Timberlake, Adam Levine, and Nick Jonas have either put their money into or created tequila labels. In India, identifying significant factors propelling tequila’s growth beyond its nightlife appeal has been challenging. However, with the introduction of fresh brands and a surge in home consumption, the accessibility and popularity of tequila have soared, marking a notable expansion in its market presence.
“At a broader scale, tequila is undoubtedly gaining ground from the whiskey segment, which, being on a larger base, has reached its saturation point,” stated Kunal Patel, CEO and Managing Director at Monika Alcobev, the leading tequila distributor in the country, importing renowned brands such as Jose Cuervo, 1800 Tequila, and Creyente. “Initially, there was skepticism among restaurants and bartenders regarding tequila as a beverage choice, but that skepticism has dissipated. Moreover, availability is no longer confined to major metro cities; we’re witnessing substantial demand from Guwahati to Tawang, Hyderabad to Mangalore, Jaipur to Lucknow, and Ladakh to Hubli.”
Indeed, India predominantly embraces whiskey as its beverage of choice, with consumers favoring potent drinks for a swift buzz, thus solidifying the brown spirit’s reign, except in the southern regions where brandy holds sway. White spirits, constituting roughly 10% of the liquor market, typically find their place in cocktail culture.
Although the sales trajectory of tequila mirrors the surge in gin demand observed post-pandemic, the Mexican liquor market remains predominantly dominated by international brands, unlike the juniper-infused spirit. However, the emergence of locally crafted gins has altered the landscape within the category, shifting its focal point.
“Tequila is showing a promising trajectory compared to certain European markets,” noted Rajat Gera, Commercial Director at Six Senses Hotels in Rajasthan. “Indeed, both gin and tequila are establishing themselves, though the latter is currently more of a trend in India. While consumers may enjoy them on occasion, whiskey remains the go-to choice for unwinding.”
The scorching summer in Bangalore saw temperatures soaring into the forties, but it also marked a significant milestone for Waterful, a rehydration power drink brand. “April just took off for us,” Founder Prithish Nair shares. “People are realizing the importance of conscious consumption. Thanks to the heat, they’re looking for healthier hydration options, questioning the sugar and artificial ingredients in traditional drinks.”
In a market saturated with sugary, artificially flavored drinks, Waterful is making waves with its commitment to conscious consumption and natural ingredients. Nair attributes much of their success to one key factor: social media, particularly Instagram. The platform has played a pivotal role in making Waterful go viral and significantly boosting product inquiries.
“We recently shared 2 or 3 cocktail recipes on Instagram, and they went viral. It seems people are looking for fun, cost-effective solutions. We have already created two ASMR videos and are working on a third, featuring a very interesting product called Piña Colada. Interestingly, we received an inquiry from a caterer who serves 50,000 meals a month and is keen to try our products because of the demand for cocktails,” Nair elaborates.
Nair also highlights a particularly impactful story shared on their Instagram page about a six-year-old boy with Type 1 diabetes. His mother tested Waterful and found no spike in his blood sugar levels, a testament to the product’s natural formulation. “That particular video did very well for us,” Nair remarks. “We utilised it in our performance marketing, and it further boosted our visibility.”
Scaling Success: From 50-60 to 100-150 Orders Daily
The brand’s strategy of leveraging user-generated content (UGC) and relatable stories has paid off. Waterful has already seen significant improvement, going from 50-60 orders a day to 100-150 orders a day.
“Our numbers are looking very healthy. My gut feeling is that we should reach triple-digit growth in the next 2 to 3 months, especially as the B2B segment expands. We’ve experienced some disruptions on Meta due to the IPL and elections, but we expect things to stabilize by the first week of June, allowing us to return to triple-digit growth,” he says.
Future Goals: Scaling Up and Innovating with UGC
Brand’s next milestone is to achieve 300-400 orders a day, focusing on millage packs. Besides that, Nair plans to start using the next level of UGC, hinting at more innovative campaigns in the pipeline. This approach has not only driven sales but also fostered a loyal community that values transparency and quality, he says.
Focusing on primarily two channels: D2C website and Amazon, Waterful has yielded impressive results, Nair says, “Daily D2C sales have reached 2 to 2.5 lakhs, and we expect to hit 50 lakhs this month.”
Besides that an organic boom in the B2B sector has also fueled Waterful’s growth. “We were surprised by the emergence of B2B direct channels,” says Nair. “Golfers, hotels, and even spas are adopting Waterful in large numbers.” The brand has become a favorite among golfers who prefer it over traditional electrolyte drinks, and luxury hotels like JW Marriott and Leela Palace are serving it as a refreshing welcome drink.
Looking ahead, Waterful plans to introduce two groundbreaking products and intensify its focus on B2B and specialized retail channels. “We enlisted a senior person from the industry to grow our B2B segment,” Nair says. Additionally, they aim to enhance their D2C strategy by exploring premium retail and pharmacy channels.
The Food Safety and Standards Authority of India (FSSAI) has directed all food companies to promptly remove any claim of ‘100% fruit juices’ from the labels and advertisements of reconstituted fruit juices, effective immediately, as stated in a recent announcement.
Additionally, it has instructed all companies to utilize all current pre-printed packaging materials before September 1, 2024.
“FSSAI has noted that numerous Food Business Operators (FBOs) have been misleadingly promoting different varieties of reconstituted fruit juices, falsely branding them as 100% fruit juices,” stated FSSAI in a release.
“After extensive review, FSSAI has determined that, as per the Food Safety and Standards (Advertising and Claims) Regulations, 2018, there is no provision allowing for the assertion of ‘100%’,” it further stated.
The food regulator highlighted that such assertions are deceptive, especially when the principal component of the fruit juice is water and the main ingredient, for which the assertion is made, is only present in minimal concentrations, or when the fruit juice is reconstituted using water alongside fruit concentrates or pulp.
Regulatory Compliance for Reconstituted Fruit Juices
According to India’s food regulations, food companies are required to include the term “reconstituted” in the ingredient list alongside the name of the juice derived from concentrate.
Moreover, if the amount of added nutritive sweeteners surpasses 15 grams per kilogram, the product must be labeled as ‘sweetened juice’.
In May, the Open Network for Digital Commerce (ONDC) experienced significant growth, achieving a new milestone with 89 lakh transactions recorded across retail and ride-hailing sectors. This marked a notable 23% increase compared to the previous month.
Breaking down the data, the state-supported network revealed that the majority of the transaction volume originated from the retail segment, reaching a new peak of 50 lakh orders in May. This showcased a month-on-month growth of 39%, up from 35.9 lakh orders in April.
During the reviewed month, the network witnessed a single-day record of 2 lakh retail transactions. Additionally, both the grocery and food delivery categories surpassed the 10 lakh order milestone individually for the first time in May 2024.
ONDC stated that within the home and kitchen sub-segment, there were 6.3 lakh orders, while fashion recorded 3.3 lakh transactions. The remaining 20 lakh orders were distributed across other retail sub-segments.
“Indicating a diversification of ONDC’s retail business, shares have increased in categories such as groceries, fashion, home, and kitchen. The food category used to make up 76% of all retail orders, but thanks to the increase in contributions from other categories, it only made up 20% of orders in May of this year, according to the statement.
Conversely, the ride-hailing segment on ONDC experienced modest expansion, with the platform logging 38 lakh trips in May, compared to 36 lakh transactions in April. It’s worth noting that ONDC achieved its peak number of trips this year in March, reaching 40 lakh.
Regarding geographical distribution, Delhi, Uttar Pradesh, and Maharashtra emerged as the top regions with the highest number of orders on the state-backed network.
On a broader scale, ONDC also stated that the network now comprises 5.35 lakh sellers spanning 1,200 cities. Of these sellers, 84% are classified as “small sellers,” collectively accounting for 56% of the total orders on the platform.
This comes as more and more Indian startups in the ecommerce landscape are lining up to join the ONDC to shore up their business operations. In the last 18 months, a number of notable businesses have joined the ONDC Network, including Shiprocket, Ola, Paytm, &
For instance, recent reports surfaced indicating that Ola was developing a feature to allow users to purchase groceries, fashion, and apparel directly through its app. Similarly, PhonePe expanded its services to include food delivery and ticket booking through ONDC.
Moreover, companies such as Delhivery, Dainik Jagran, Uber, IDFC Bank, Kotak, Dunzo, and Tata Neu have integrated some of their services with ONDC. Furthermore, the Gautam Adani-led Adani Group was reportedly considering entering the ecommerce and fintech sectors with the support of ONDC.
Last week, Reliance Retail, another conglomerate, reportedly initiated a pilot program on ONDC through Fynd, aiming to gauge the potential of the network.
Established in 2021 under the supervision of the Department for Promotion of Industry and Internal Trade (DPIIT), ONDC is an open protocol-based network designed to facilitate local commerce across various sectors, including grocery and mobility, among others.
With the support of this platform, the government aims to boost India’s ecommerce penetration to 25%, while ONDC sets its sights on achieving a gross merchandise value (GMV) of $48 billion in the next few years.
Kalyan Jewellers India has signed a definitive agreement with Rupesh Jain, founder of Candere (Enovate Lifestyles Pvt. Ltd), to acquire his remaining 15% stake in Candere, a subsidiary of Kalyan Jewellers. This transaction, valued at INR 42 crore, will make Candere a wholly owned subsidiary of Kalyan Jewellers as it transitions from e-commerce to omni-channel commerce.
Kalyan Jewellers acquired a majority stake in Candere in 2017 to expand into the e-commerce sector. In FY2023-24, Candere reported an annual revenue of INR 130.3 crore. Since its inception in 2013, Candere has been a key player in the rapidly growing affordable and accessible jewellery segment. Following its acquisition by Kalyan Jewellers, the brand has steadily enhanced its product offerings, gained customer preference, and increased its presence in leading marketplaces.
Over the past sixteen months, Candere has strategically pivoted to omni-channel commerce to meet emerging consumer needs. To support this transition, experienced talent has been brought in at both operational and management levels. In the last fiscal year, Candere launched 11 physical showrooms across the country and plans to quadruple its offline presence in the current fiscal year.
Commenting on the announcement, T S Kalyanaraman, Managing Director of Kalyan Jewellers, stated, “Kalyan Jewellers has shown its capacity to expand a hyper-local consumer brand to substantial size and scale while staying agile to evolving customer needs. With Candere, we are thrilled to explore an emerging market segment within the jewellery industry, concentrating on lightweight, fashion-forward, and universally appealing designs. The next phase of growth will be best achieved with a significant retail presence and a strategic shift to omnichannel commerce.”
Rupesh Jain, Founder of Enovate Lifestyle, added, “Candere has greatly benefited since Kalyan Jewellers joined us about seven years ago. As it enters the next phase of growth, I am confident that Candere will continue to shine and solidify its unique position in the minds of Indian consumers.”
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