Daybreak
How a made in Punjab jeera-flavoured soda is popping the Coke-Pepsi-Parle bubble
Apr 23, 2025
12:42
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Quick takeaways
- Lahori Jeera successfully disrupted the Indian carbonated beverage market by introducing a cumin-flavored soda that resonates with local tastes.
- The brand's growth strategy involves expanding beyond Punjab while navigating regional taste preferences and competition from established brands.
Deep dives
Disrupting the Beverage Market
Lahori Jeera has successfully entered the Indian carbonated beverage market, traditionally dominated by major global brands like Coca-Cola and Pepsi. Emerging from a family recipe, the brand capitalized on a gap in the market for cumin-flavored soda, a familiar taste in northern Indian households. Since its launch, Lahori Jeera has seen remarkable growth, with revenues increasing by 50% in FY24 and profits tripling within the same period. Their unique flavor and cultural connection have resonated with consumers, enabling them to expand significantly beyond their initial regional reach.
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