The Indian non-alcoholic beverage market is a burgeoning sector. However, finding success in this space is no cakewalk. For entrepreneur Vrinda Singhal, taming this market sector is her mission.
The co-founder of Swizzle, an up-and-coming non-alcoholic beverage brand, wants to revolutionize the industry. Along with co-founder Deepender Singh, Vrinda has established Swizzle as a 100% natural mocktail syrups and ready-to-drink (RTD) mocktails brand. Using real fruits, herbs, and all-natural, vegan ingredients, Swizzle caters to the growing health-conscious demographic of urban India.
Her tryst began in May 2019 as a cocktail kit delivery startup. The duo soon pivoted to the ready-to-drink mocktail category and have not looked back since. The company has also raised pre-seed funding, spearheaded by angel investors led by Mukund Rao.
As the Co-Founder of Swizzle, Vrinda wears many hats, from spearheading product development to financial management and strategic planning. Her multifaceted role mirrors her commitment to ensuring Swizzle delivers on its promise of providing the finest natural mocktails.
In a conversation with Women Entrepreneurs Review, Vrinda talks about foraying into the Indian beverage sector, spearheading the non-carbonated drink category, strategies for reaching out to consumers, and more. She also highlights the challenges she anticipates will befall her entrepreneurial journey and her vision for the brand Swizzle in the future.
The Indian beverage sector is a tough one to permeate, especially as a relatively smaller brand. What compelled you to foray into this space?
We saw great market potential in India. With a growing middle class and increasing disposable incomes, there's a significant opportunity for premium products in the country. Urbanization and lifestyle changes also drive demand for convenient, healthier beverages. With growing health consciousness, Indian consumers are also showing affinity towards healthier and natural beverages.
I was driven by a vision and passion for creating delicious, healthy, and sustainable beverages which inspired me to offer better choices and contribute to a healthier society.
To answer these needs, we came up with unique offerings that made use of real fruits, herbs, and all-natural, vegan ingredients which has set us apart in a market ripe for innovation. We are also committed to quality and sustainability. Our ethical production practices and focus on sustainability resonate with modern consumer values.
These factors convinced me to enter the competitive Indian beverage sector.
The market for non-carbonated drinks has experienced significant growth lately. In your opinion what has caused the rise in popularity of non-carbonated drinks in India? How do you intend to leverage this trend to your advantage?
As Swizzle, currently manufacturing carbonated beverages, we recognize the burgeoning popularity of non-carbonated drinks in India is driven by several factors. Firstly, there's a growing health consciousness among consumers, who are increasingly opting for beverages that are perceived as healthier alternatives to sugary, carbonated drinks. This shift is also influenced by a broader trend toward natural and functional ingredients, as consumers become more discerning about what they consume.
To leverage this trend to our advantage, Swizzle plans to diversify its product line by introducing a range of non-carbonated beverages. These will be crafted with our signature commitment to using real fruits, herbs, and natural ingredients, ensuring they meet the health-conscious preferences of today's consumers. By expanding into non-carbonated drinks, we aim to tap into a growing market segment while staying true to our values of quality, health, and innovation. This strategic move not only aligns with consumer trends but also positions Swizzle as a versatile player in the competitive beverage industry.
You had started as a cocktail kit delivery startup during the lockdown period. What prompted you to pivot the product idea into becoming a ready-to-drink mocktail brand?
Initially, Swizzle began as a cocktail kit delivery startup during the lockdown period. However, several compelling factors prompted us to pivot to becoming a ready-to-drink mocktail brand.
Firstly, we observed a huge market opportunity for non-alcoholic beverages. The demand for high-quality, ready-to-drink non-alcoholic beverages was growing rapidly, presenting a significant business opportunity. There also existed a gap in the market in terms of natural beverage options. The existing non-alcoholic beverages in the market were often loaded with chemicals and artificial flavors. There was a clear gap for natural, healthier alternatives, which we aimed to fill with our all-natural, premium mocktails.
Convenience and Accessibility were other crucial factors. Moving to a ready-to-drink format made our products more convenient and accessible, catering to the on-the-go lifestyle of modern consumers. This pivot allowed us to reach a broader audience beyond those interested in making cocktails at home. We also emphasized sustainability and transparency, two factors important for consumers. Our focus on using natural ingredients and sustainable production practices resonated well with consumers who valued transparency and quality in their food and beverage choices.
By identifying these market dynamics and consumer needs, we successfully transitioned from a cocktail kit delivery service to a ready-to-drink mocktail brand, establishing Swizzle as a trusted name in the healthy beverage market.
What are some strategies that you are leveraging as an up-and-coming beverage brand to create a position in the already cluttered market? How have your marketing efforts fared so far in terms of gaining market share?
As a new brand, trying to reach out to more consumers we have undertaken several sampling and tasting initiatives. One is In-Store Sampling, where we organize sampling events at retail locations to let consumers experience the taste and quality of Swizzle firsthand. We set up pop-up tasting booths at popular events and markets to reach a wider audience and generate interest. Using the digital avenue we have also conducted online sampling campaigns, where we offer free samples through our website and social media channels to engage with potential customers and gather feedback.
These initiatives help us by providing immediate consumer feedback and allow us to refine our offerings based on consumer preferences. It provides word-of-mouth marketing since positive tasting experiences lead to word-of-mouth referrals, increasing brand visibility and attracting new customers.
By allowing consumers to try before they buy, we build trust and encourage repeat purchases, fostering brand loyalty and contributing to steady market-share growth.
As you embark on your journey to expand Swizzle’s product portfolio and market share, what are some of the key challenges that you anticipate encountering?
Some of the key challenges that we anticipate include maintaining product quality & consistency, market penetration & distribution, consumer awareness & education, and supply chain management.
Swizzle has recently raised the funding. What do you intend to use the additional capital for?
Increasing Manufacturing Capacity: Investing in production facilities and equipment to meet growing demand and maintain product quality.
Expanding Distribution Channels: Increasing the brand's presence in retail stores, and online platforms, and potentially exploring new markets or regions.
Research and Development: Innovating new product lines or improving existing formulations to stay competitive and meet consumer preferences. We plan to completely remove cane sugar & stabilizers from our product and make Swizzle the healthiest beverage.
Marketing and Branding Initiatives: Launch targeted marketing campaigns to raise brand awareness, educate consumers about the benefits of Swizzle products, and drive sales.
Technology and Infrastructure: Upgrading IT systems, logistics capabilities, and operational infrastructure to streamline processes and support business growth.
What motivates you to continue on your journey as an entrepreneur? What drives your entrepreneurial fire?
As an entrepreneur, my drive stems from a passion for innovation and creating meaningful impact. I thrive on overcoming challenges, viewing them as opportunities for growth and learning. Having a clear vision for Swizzle's future and a strong sense of purpose in providing natural, healthier, and tastier beverage options keeps me focused. Being part of an entrepreneurial community that values innovation and integrity also inspires and supports me in this journey.
