Lahori Zeera is a bold and invigorating bottled beverage that masterfully fuses traditional Indian flavours with a contemporary flair. Crafted from the finest all-natural ingredients, it presents a unique symphony of tangy zest and spicy undertones, harmonized by a gentle effervescence. This dynamic collection features beloved variants such as Zeera, Shikanji, and Nimboo, each delivering an authentic and unmistakably distinct taste.
The brand’s vision is nothing short of revolutionary—transforming ‘Desi’ into the epitome of sophistication and style. With a mission to captivate a modern audience, Lahori Zeera stands out not only for its irresistible flavour but also for its digestive benefits, swiftly gaining the adoration of discerning consumers. Offered in convenient 160ml bottles and packaged in sets of 24, it caters seamlessly to both individual enjoyment and family gatherings.
Produced by Archian Foods Pvt. Ltd., an ISO 9001:2008 certified company, Lahori Zeera places paramount importance on quality and authenticity. Each bottle is a testament to India’s rich culinary heritage, meticulously reimagined to suit contemporary tastes.
In an exclusive conversation with Meenakshi Saxena, representing The Interview World, Nikhil Doda, Co-Founder, Director, and COO of Lahori Zeera, expounds on the inspiration that led him to create this quintessential Indian beverage. He offers insight into the brand’s core offerings, detailing the rigorous standards his company upholds to ensure both superior quality and authenticity. Doda also delves into how Lahori Zeera aligns with current trends and discusses its broader impact on the FMCG landscape. Furthermore, he shares his vision for the brand’s future and its role in shaping the industry’s evolution. Below are the key takeaways from this enlightening conversation.
Q: What sparked the idea behind Lahori Zeera, and what was the vision you set out to achieve when you launched the brand?
A: We identified a conspicuous void in the market—a vast and entrenched industry dominated by stale, conventional flavours, devoid of innovation. The category of ethnic Indian beverages, an entirely unexplored frontier, piqued our interest. No brand had yet dared to champion it, and we recognized this as a thrilling opportunity to craft something truly distinctive in this untapped realm.
Our journey commenced on a humble scale, with a modest manufacturing facility. Yet, from the very outset, our ambition was resolute: to carve a unique niche for ourselves and commit fully to the creation of authentic ethnic Indian drinks.
At that moment, we could scarcely have imagined the meteoric rise our brand would experience, nor the profound national acclaim it would eventually command. However, as the years unfolded, our vision evolved and expanded, fuelled by the overwhelming affection and unwavering support bestowed upon us by our ever-growing consumer base.
Q: Can you share an overview of Lahori Zeera and its core product offerings? What distinguishes Lahori Zeera in the competitive Indian beverage industry?
A: Lahori Zeera transcends the mere realm of beverages—it is an experience in a bottle. With each sip, consumers are transported to a vibrant world of authentic desi flavours, stirring nostalgic memories of homemade drinks. Propelled by the vision to make “Desi the new cool,” Lahori Zeera presents a rich array of ethnic Indian flavours, including Zeera, Nimboo, Shikanji, Kacha Aam, Imli Banta, Masala Cola, and more. Every variant is meticulously crafted using the finest natural Indian ingredients, with Lahori Zeera standing as the brand’s crown jewel, beloved for its unique appeal and as the flagship product.
What truly distinguishes Lahori Zeera is its revolutionary approach as a carbonated drink that effortlessly marries indulgence with convenience. Infused with a potent blend of traditional Indian ingredients—lemon juice, black pepper, dry ginger, cumin seeds, and other authentic condiments—it offers a refreshing burst of flavour that is nothing short of invigorating. Significantly, Lahori Zeera pioneered the fusion of salt, sugar, and lemon juice in a carbonated form, delivering a powerful mix of electrolytes, a first of its kind in the market.
Q: How do you maintain product consistency, quality, and authenticity as you scale and grow the brand?
A: We have steadfastly championed growth, all the while resolutely safeguarding control and never compromising the integrity of our brand’s quality. To maintain uniformity across all our locations, we centrally oversee the management of every manufacturing unit. Our cutting-edge laboratories, coupled with an exceptionally skilled QA/QC team, meticulously monitor quality at every juncture of production. As we scaled, we instituted stringent Standard Operating Procedures (SOPs) and established measurable benchmarks, ensuring that our commitment to excellence remained unwavering and consistent across all stages of production.
Q: What emerging trends in the beverage industry excite you the most, and how is Lahori Zeera evolving to align with these trends?
A: India’s beverage industry stands as a dynamic and burgeoning arena, brimming with untapped potential. While the nation’s per capita beverage consumption remains modest by global standards, it is poised for a dramatic surge, propelled by the upward trajectory of disposable incomes. Lahori Zeera has emerged as a breath of fresh air in this sector, carving out a distinct niche with its unparalleled range.
Our ambition is to continuously broaden our portfolio, infusing it with novel, exhilarating flavours and introducing a diverse selection of non-carbonated alternatives. Nonetheless, our unwavering commitment remains anchored in the resolute cultivation of our flagship product, Lahori Zeera, steadfastly adhering to the principles that define our brand’s essence.
Q: How do you view the role of traditional Indian beverages like Lahori Zeera in shaping the modern FMCG market?
A: Traditional Indian beverages, exemplified by Lahori Zeera, possess untold potential within the modern FMCG landscape. The allure of “ethnic” and “traditional” themes remains perennial, a truth attested by numerous prominent brands that have adeptly anchored their foundations in this very ethos, as these drinks strike a universal chord across age groups. Today, a palpable shift is underway—a growing eagerness to embrace Desi products, with “desi” no longer a mere niche, but an integral part of the mainstream.
We are convinced that, within the Indian context, traditional beverages such as Lahori Zeera hold far more promise than their westernized counterparts like cola—acquired tastes at best—while Indian flavours, with their tangy zest and savoury vibrance, are inherently familiar to our palates. In the years to come, such drinks will undoubtedly serve as key drivers in expanding the category, drawing in new consumers, particularly those who remain indifferent to the appeal of western beverages.
Q: What is your vision for Lahori Zeera over the next five years, and what strategic goals do you have for the brand’s growth?
A: Given the profound bond that Lahori Zeera has cultivated with consumers, we are resolutely confident that no goal is too lofty for the brand. It is simply a matter of time before we address the hurdles of production capabilities and distribution networks. The brand possesses the inherent potential to ascend to the echelon of a billion-dollar enterprise. If legacy cola brands have succeeded in achieving billion-dollar sales within India, then there is no compelling reason why an Indian-origin ethnic beverage brand cannot rise to similar, if not greater, heights.
