Organic beverages continues to emerge in India with people slowly becoming more aware of these products and seeking them out due to concerns over the harmful effects of the use of pesticides on crops. Nevertheless, the adoption of organic beverages remains limited to consumers in first- and second-tier cities in India, with supermarkets and hypermarkets dominating the distribution.
Organic tea accounts for the majority of sales of organic beverages, with Indian consumers already being big tea drinkers. Local companies such as Sresta Natural Bioproducts Pvt Ltd and Organic India Tulsi Teas are behind the development of organic tea.
Strong growth in organic fruit and vegetables in India is feeding through to organic fruit/vegetable juice, which saw the most dynamic growth within organic beverages in 2018. With consumers increasingly looking for natural ingredients, they are also becoming more aware of the sources of these ingredients.
Local company Sresta Natural Bioproducts Pvt Ltd retained its leading position in organic beverages in 2018 thanks to the strength of its 24 Letter Mantra brand. The brand leads organic soft drinks with its range of organic nectars (25-99% juice) as well as leading organic black tea.
Domestic companies such as Sresta Natural Bioproducts, Organic India and Chamong Tea Exports (P) Ltd continue to dominate organic beverages in India. As organic beverages is still at a nascent stage, international companies remain unwilling to invest in India.
Organic India Pvt Ltd continued to lead value sales of organic hot drinks in 2018 thanks to its range of organic tea. The company carried out an innovative marketing campaign in 2017 which consisted of billboards in Delhi, Mumbai, Bangalore, Hyderabad, Pune and Kolkata that were decorated to look like they were made with herbs and leaves, with this generating media interest.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages industry in India with research from Euromonitor's team of in-country analysts.
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