• How a made in Punjab jeera-flavoured soda is popping the Coke-Pepsi-Parle bubble

  • Apr 23 2025
  • Duración: 13 m
  • Podcast

How a made in Punjab jeera-flavoured soda is popping the Coke-Pepsi-Parle bubble

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  • Resumen

  • Here’s the thing about the Indian carbonated beverage market – for decades now it has been a two, sometimes three horse race dominated by everyone’s favourite black coloured colas. Pepsi, Coca Cola and Thums Up.


    But in the last year or so, a 160-ml bottle of cumin-flavoured soda has managed to do what very few bottled beverages could. It has challenged the Indian beverage industry’s holy trifecta – the Coca-Cola-Pepsi-Parle Agro trio.


    The crazy thing is, this isn’t some massive global brand that has just entered the Indian market. It’s a seven year old desi brand launched by three cousins in Punjab that was largely unknown until about a year ago. We are talking about Lahori Zeera.


    Tune in.

    Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.
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