Following Nandini’s entry into the northern market, signalling how some State specific brands are increasingly taking on national players by leveraging regional preferences, another southern player, Bindu Jeera, a carbonated soda brand with a stronghold in South India, is now going national.

The company plans to expand into Uttar Pradesh, Bihar, West Bengal, Maharashtra, Gujarat, Rajasthan, Punjab, and the Delhi-NCR region by the end of FY26, aiming to tap into the growing demand for ethnic and regional beverages.

With current revenues at ₹560 crore, Bindu is targeting the ₹1,000 crore mark within the next three years. Its national push comes amid rising interest in the ethnic drinks segment, which now accounts for 8–10 per cent of India’s ₹67,000 crore non-alcoholic beverage market.

“After consolidating our market in the South, we’ve begun our initial expansion efforts,” said Sathya Shankar, Managing Director of SG Group of Companies, which houses both House of Bindu and Praveen Capital. “Over the next 2–3 years, we aim to cover these additional States.”

Bindu currently works with 5,000 distributors and has a presence in 2 lakh retail outlets. With expansion underway, the company projects reaching 5 lakh retail outlets in the next 1–2 years.

While the company derives 75–80 per cent of its revenue from Karnataka, Andhra Pradesh, and Telangana, its share from Tamil Nadu and Kerala is currently less than 5 per cent. However, it is actively working to grow its footprint in these states through e-commerce and direct distribution, said Megha Shankar, Director – Strategy and Marketing, House of Bindu.

The company is also leveraging quick-commerce platforms to build its presence in Tamil Nadu and Kerala. “We are going aggressive on e-commerce channels like Blinkit, Instamart, and Zepto. We’re already doing business in Bengaluru, Mumbai, Andhra Pradesh, and Telangana, as that’s a slightly easier way to enter newer markets,” Megha said. E-commerce currently contributes 10–12 per cent to the company’s overall sales.

The national rollout will begin with the launch of 5–6 products, initially focused on jeera-based beverages, followed by regional favourites such as ginger, kokum, mango, litchi, and guava.

To ramp up supply and distribution across the North and West, Bindu has set up a co-packing facility in Haridwar and is building out sales teams for Uttar Pradesh, Delhi, Haryana, Punjab, Madhya Pradesh, Gujarat, Rajasthan, and other parts of North, West, and Northeast India. “We are in the process of building a distribution network across all these regions,” Satya added.

Founded in 2000 as a packaged water brand, Bindu entered the fizz jeera masala segment two years later, and eventually diversified into fruit juices under the brand SipOn, as well as snacks and chips.

Currently, Bindu offers 55 products across categories. Roughly 40–45 per cent of its revenue comes from its carbonated drinks portfolio, while packaged water and snacks each contribute around 10 per cent.

The company has manufacturing units in Hyderabad, Puttur, and most recently, Visakhapatnam, where it invested ₹125 crore in capex last year.

The group’s overall revenue stood at ₹880 crore, which includes ₹560 crore from House of Bindu and ₹320 crore from its NBFC arm, Praveen Capital.

Published on June 30, 2025