Packaged beverages in India

Indians are remarkably different when it comes to beverage consuming behavior:
1. Temperature: India has unique demand for room temperature beverages. Even the colas and sodas which are traditionally served chilled are often consumed as room temperature. Most retailers will stock three varieties of water/beverage room temperature, slightly cold, and near freezing temperature. However I have rarely seen retailers outside India serving drinks at room temperature (it’s either cold or hot).
2. Time: Most people can spend 30-60 minute with a beverage (alcoholic or otherwise) but Indian tendency of gulping rather than sipping? It is not uncommon to gulp down 2 glasses of water at one go, and the treatment of beverages is often not so different. Even as a child you are encouraged the drink the entire glass of milk (your first beverage) in one go.
3. Packaged hot beverage: Milk, tea, coffee tastes best when served hot, but most retailers are not equipped for that. So you are left with 2 choices either shell out a 100/- for a cup of coffee at CCD (or any other exotic high end tea/coffee parlor) or shell 5-10 bucks for a cheap (probably unhygienic) at a roadside hawker. The vending machine tastes like power as they don’t use fresh milk or coffee. Why is there not a market for something in the middle? A simple electrical warmer could heat up the can/bottle before it is consumed.
4. Lack of indigenous taste: traditional Indian drinks like coconut water, sugarcane, neebu pani are hard to find and the packaged beverage is laced with so much sugar that it cannot be healthy.

street, Bengaluru South, Karnataka, India

Leave a Reply

Your email address will not be published. Required fields are marked *