India, July 7 -- House of Bindu,the flagship beverage vertical underSG Corporates, and the powerhouse behind Karnataka's most loved carbonated ethnic beverage -Bindu Fizz Jeera Masala- is ready to go National. Backed by ambitious growth targets and an aggressive go-to-market strategy, the brand is poised to disrupt the Indian ethnic beverage space with a high-impact rollout spanningUttar Pradesh, Bihar, West Bengal, Maharashtra, Gujarat, Rajasthan, Punjab, and theDelhi-NCRregion.
With an eye on5 lakh retail touchpoints, the company is unleashing a comprehensive market expansion plan that includes a robust multi-channel distribution model, significant trade marketing investments, and a differentiatedregional palate-first brand positioning.
Strategic Thrust: Scaling with Precision & Purpose
SG Corporates has set an audacious revenue goal ofRs.1000 crore, driven by pan-India penetration of itsethnic-flavoured carbonated beverages and juices in next 3 years. Riding on the strong consumer shift towardsregional flavours and nostalgia-driven consumption, the brand is positioned to leverage its deep South Indian success into a nationwide narrative.
To support this momentum,a dedicated sales force of over 400 professionalshas been mobilized to onboard distributors, scale general trade and modern trade presence, and ensure last-mile connectivity through super stockists and channel partners.
Manufacturing Backbone & Supply Chain Synergy
To ensure real-time fulfillment and maintain freshness of product deliveries,SG Corporates has partnered with manufacturing facilities in North and East India, reducing lead times and enhancing market responsiveness. This complements itsexisting state-of-the-art production hubsinPuttur, Sangareddy, andVisakhapatnam, fortifying its pan-India manufacturing capabilities.
Ethnic Beverages: A Rising Star in the Indian Beverage Market
According toSathya Shankar, managing director - SG Corporates, "The Indian ethnic beverage market is at an inflection point. With a market valuation ofUSD 2.02 billion (Rs.700 crore) in 2023and a projected CAGR of7.7% through 2030, there's a massive whitespace for brands that offer authentic, flavour-rich, homegrown options. Bindu Fizz Jeera Masala isn't just a drink-it's a sentiment rooted in India's culinary identity. Our expansion strategy is aimed at tapping into this emotional resonance nationwide."
Product Portfolio: Flavour-Led Innovation
House of Bindu is no longer just about Fizz Jeera Masala. Its evolving portfolio is designed to address diverse consumption occasions and preferences across geographies:
Carbonated Soft Drinks (CSDs): Bindu Fizz Jeera Masala, Bindu Ginger, Limite, Limonast, Salt Soda
Fruit-Based Beverages: Sipon Litchi, Guava, Strawberry, Apple, Kokum
Fizzy Fruit Drinks: Fruzon Green Apple, Fizzy Orange, Fizzy Strawberry
Energy Drinks: B-HOT Energy
Snacking Range (SnakUp): Chips, Namkeens, Puffs, Chilly Wheels, and innovative regional flavours
Retail Footprint: Expanding Across Formats
Already a household name across Southern India,Bindu products enjoy strong retail tractionacross modern trade giants such asDMart, Reliance Retail, Metro Cash & Carry, More, MK Retail, andRathnadeep. The national rollout will intensifyboth general trade and modern trade coveragein newly targeted Tier I and II cities.
Legacy Built on Taste, Trust & Tradition
Rooted in the entrepreneurial vision ofMr. Sathya Shankar, SG Corporates has evolved from humble beginnings in 1987 to a diversified FMCG powerhouse. From starting as an auto spare parts retailer to launchingBindu Mineral Waterin 2002, the brand's journey mirrors India's own consumer evolution - where trust, tradition, and taste drive loyalty.
With20+ warehouses,1,500+ distributors, and a retail footprint spanning over2,00,000 active outlets, SG Corporates has built one of South India's most agile and responsive FMCG supply chains.
Vision 2030: From Regional Star to National Icon
With its expansion strategy in motion, House of Bindu is set to redefine"Indian refreshment"by bringing authentic, emotionally resonant beverages to the mainstream. Backed byagile supply chains, strong channel partnerships, andconsumer-first innovation, the company's vision is to emerge asIndia's most loved homegrown beverage brand-delivering not just taste, but the"pure taste of happiness."
Published by HT Digital Content Services with permission from FoodTechBiz.