India’s beverage landscape has witnessed a dynamic transformation in recent years, with traditional flavors reclaiming their place in the spotlight. At the forefront of this revolution is Lahori Zeera, a brand that has successfully made ‘Desi the new cool’. Co-founded in 2016, Lahori Zeera has carved a niche as a trailblazer in the ethnic Indian beverage segment. In an exclusive interview with Biz Bracket, Co-founder Nikhil Doda shared insights into their professional journey, the inspiration behind Lahori Zeera, and the vision shaping its future.
From Subway to Startup: The Entrepreneurial Journey
Nikhil Doda began his career at Subway Foods in New Zealand as a Store Manager before returning to India to pursue entrepreneurial ventures. Their first project was a commercial development along National Highway 21, which featured multinational F&B brands, a restaurant, and a hotel. This project marked their initial foray into entrepreneurship.
In 2016, their curiosity for the F&B manufacturing sector led to the inception of Lahori Zeera. “We (owner and co-founder) started small format to test the waters and understand the potential of the idea,” he explained. The brand has since grown from a modest setup to a nationwide phenomenon.
Vision Behind Lahori Zeera
The idea of Lahori Zeera was born from a desire to rejuvenate the beverage industry with fresh, authentic flavours. “We (Founder & Co-Founders) observed that the ethnic Indian drinks segment was largely untapped. While age-old flavours existed, there was no brand focused on bringing them to the forefront. We saw this as a white space and decided to seize the opportunity”, said Nikhil Doda.
Starting with a small manufacturing facility, the founders set out to create a brand that celebrated India’s rich culinary heritage. He said, “The journey has been humbling. While we never imagined Lahori Zeera becoming a mainstream brand nationwide, our vision has evolved with the immense love and acceptance we’ve received from consumers.”
What Makes Lahori Zeera Unique?
Lahori Zeera is not just a beverage—it’s an emotion, capturing the tangy, authentic flavors of homemade desi drinks. The brand’s flagship product, Lahori Zeera, combines natural ingredients like cumin, lemon juice, black pepper, and dry ginger with carbonation, creating a distinct and refreshing experience.
What truly sets Lahori Zeera apart is its unique formulation. As Nikhil shared, “Our product offers a blend of salt, sugar, and lemon juice, which acts as natural electrolytes. It’s indulgence on the go, with the goodness of Indian condiments.”
Today, Lahori Zeera’s product portfolio includes a range of ethnic Indian flavors such as Shikanji, Kacha Aam, Masala Cola, and Imli Banta, but its flagship product remains the most beloved by consumers.
Key Achievements and Milestones
Since its inception, Lahori Zeera has celebrated several milestones:
• Presence in 18 States: The brand operates through a network of over 2,000 distributors and is available in more than 500,000 retail outlets.
• Summer Season Success: Lahori Zeera sells over 5 million bottles daily during peak summers, cementing its position as a market leader.
• Awards and Recognition: The brand has received accolades such as Best Startup, Iconic Retail Brand, and the IAA Award for Best Ad Film.
Overcoming Challenges
Building a brand in the competitive FMCG sector comes with its share of challenges. Two key obstacles have been:
1. Capital-Intensive Machinery: The production process requires significant investment, often leading to stock shortages. To overcome this, the brand is exploring a co-bottling model, a strategy employed by major players like Coca-Cola and Pepsi.
2. High GST: A 40% Tax (28% GST and an additional 12 compensation cess) on carbonated drinks affects trade margins and profitability. Despite these hurdles, the team remains optimistic and focused on sustainable growth.
Maintaining Quality and Consistency
Quality control is a cornerstone of Lahori Zeera’s operations. He explained, “We have state-of-the-art laboratories and a highly experienced QA/QC team that oversees every stage of production. All our manufacturing units are centrally controlled, ensuring consistency across locations.”
The brand has implemented well-defined SOPs and measurable standards, enabling it to scale without compromising authenticity.
If international cola brands can achieve success in India, there’s no reason an Indian-origin ethnic beverage can’t.
Nikhil Doda, Co-founder, Lahori Zeera
Looking ahead, the co-founder envisions Lahori Zeera becoming a billion-dollar revenue brand, which aims to expand its production capabilities and distribution network to realize this goal. In addition to strengthening its flagship product, Lahori Zeera plans to explore new categories, including non-carbonated options and exciting ethnic flavours, while staying true to its roots.
The growing demand for traditional Indian drinks highlights a significant shift in consumer preferences. “Today, the theme of ‘Desi’ is mainstream. Unlike western colas, which are acquired tastes, Indian flavours like tangy and chatpata come naturally to us. This positions Lahori Zeera as a key player in attracting new consumers to the category.”, Nikhil explained.
Advice to Aspiring Entrepreneurs
For those looking to venture into the FMCG industry, the co-founder emphasized:
• Identify Gaps: Focus on unmet consumer needs.
• Offer Value: Build innovative products that resonate with the audience.
• Assemble a Great Team: A passionate and driven team is crucial for success.
India’s vast consumer base presents immense opportunities. The key is to remain adaptable and stay ahead of trends.
When asked about balancing personal and professional life, Nikhil credited teamwork. “Having co-founders is a blessing. Sharing responsibilities avoids burnout and allows me to maintain harmony between work and personal commitments.”
Inspiration and Learning
Inspired by leaders like Ratan Tata, Nikhil believes in learning from everyday experiences whether it’s a conversation with a supplier or a team member, each interaction provides valuable insights that shape their approach to business.
Lahori Zeera is more than just a beverage brand—it’s a movement that celebrates India’s rich flavours and traditions. With a clear vision, unwavering commitment to quality, and a consumer-centric approach, the brand is poised to redefine the Indian beverage market. As the co-founder aptly put it, “Lahori Zeera is an emotion, a shared feeling of fun and joy that resonates with everyone connected to us.” With its eyes set on scaling new heights, Lahori Zeera is undoubtedly a brand to watch in the coming years.
