Market mapping of non-commercial drinks in India for a global food ingredients company


  • A global food ingredients company wanted to identify non-commercial drinks that were indigenous to various regions in India



  • In-depth secondary research – government websites with research on indigenous tribes in the country, lifestyle blogs, travel websites – helped identify ~200 drinks from regions across India

-the consumption patterns, whether seasonal or linked to a specific festive occasion

-the ingredients, alcoholic / non-alcoholic

-methods of preparation

-other unique aspects related to the beverage



  • Based on our research, the client was able to replicate the flavours of a selection of drinks, and worked with partners to launch them commercially on a pan-India level

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02Sample Deliverables
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