Introduction: Beverages Market Overview
Leading Indian Beverage’s Brands
Exploring the Diverse Categories of Beverage
Beverage brands are increasingly incorporating influencer marketing into their overall marketing strategies. This involves partnering with social media influencers, bloggers, and content creators who have a strong following and influence in the food, lifestyle, and wellness space. These influencers create content featuring the brand’s beverages, share their experiences, and promote the products to their audience. This strategy helps brands reach a wider audience, build brand awareness, and drive sales.
While established brands like Sprite, Minute Maid, and Continental Coffee have long been staples in the Indian beverage market, a new wave of brands is making its mark. These emerging brands often cater to niche markets, focusing on specific flavors, health benefits, or sustainability-driven values. Below scatter plot shows how 90+ beverage brands have grown their presence over Instagram in the last 6 months.
Coffee Brands in India
The coffee market in India blends café culture with home-brewing trends, driven by demand for diverse experiences (hot, cold, specialty) and global influences. Consumers seek unique flavors, ethical sourcing, and social spaces. Starbucks India and Third Wave Coffee lead experiential offerings, while Blue Tokai and Subko Coffee emphasize artisanal brews. Continental Coffee targets bold tastes, and Sleepy Owl pioneers cold brew.
The coffee market in India is brewing with vigor, driven by rapid cafe expansions and a thirst for diverse, high-quality experiences. Consumers crave bold flavors, unique blends, and aesthetic vibes, propelling a dynamic sector steeped in both tradition and innovation.
This market blends iconic giants with bold newcomers. Starbucks marks milestones with its 100th Mumbai store and pet-friendly cafes in Jaipur, alongside new outlets in Vadodara and Goa. Costa Coffee and Café Coffee Day maintain strong footholds, while Nescafe delivers trusted classics. Emerging stars like Third Wave Coffee, with fresh spots in Mysuru, Blue Tokai, and Subko Coffee elevate artisanal blends, and Continental Coffee pushes robust Xtra flavors.
iamvaishnavioffl collaborated with Continental Coffee India for a paid partnership ☕💪
She draws inspiration from her mom’s strength and resilience, comparing it to Continental Xtra—rich, intense, and extra strong, just like the motivation to keep pushing forward.
the_cloudy_boy_18 collaborated with Starbucks India Kolkata for a paid partnership ☕❄️
He’s spreading the word about an impressive 40% discount on selected beverages this winter, along with amazing winter food gift hampers. Perfect for a cozy outing with family, friends, or loved ones!
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Starbucks India (161 reels), Blue Tokai Coffee (38 reels), Subko Coffee (23 reels), Third Wave Coffee India (22 reels), Continental Coffee India (15 reels), Tim Hortons India (14 reels), Costa Coffee India (11 reels), Lavazza Official (10 reels), Nescafé India (9 reels), Pret India (7 reels), Cothas Coffee (7 reels), Café Coffee Day (7 reels), Bru Coffee India (7 reels), Sleepy Owl Coffee (4 reels), and Bili Hu Coffees (4 reels)
Tea Brands in India
The tea market in India is steeped in vibrancy, fueled by festive gifting, innovative flavors, and a growing appetite for health-focused brews. Consumers savor traditional black teas, wellness-driven green and herbal blends, and unique taste profiles, driving a dynamic sector rich in heritage and modernity.
This market blends iconic stalwarts with spirited newcomers. Tata Tea — with sub-brands like Gold, Premium, and 1868 — dazzles with festive packs and AR experiences, while Lipton and Tetley push green tea innovations. Wagh Bakri and Flurys uphold strong legacies in Indian tea culture.
Emerging players like VAHDAM® India offer premium gift boxes with a global appeal, Blue Tea India champions caffeine-free herbal infusions like Butterfly Pea, and Vikram Tea engages audiences through recipes and community events. Boche Tea and Dorje Teas bring regional craftsmanship to the spotlight.
Tea remains a cultural cornerstone in India, with brands catering to health-conscious and premium-seeking consumers. Demand for green tea, herbal blends, and convenience (tea bags) drives growth. Tata Tea dominates with regional blends, while Lipton and Vahdam focus on wellness and gifting. Blue Tea India innovates with herbal infusions like Butterfly Pea.
trippysoul12 is making this Diwali extra special with a collaboration featuring VAHDAM®️’s Luxury Gift Box 🎁✨
anshureddy teams up with Tata Tea Chakra Gold for an exciting contest! ☕🎬
🔥 #POSEWITHPUSHPA and win exclusive movie vouchers & mega prizes!
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Tata Tea Chakra Gold (29 reels), Vahdam India (26 reels), Lipton Tea India (22 reels), Vikram Tea (20 reels), Boche Tea (17 reels), Tetley India (14 reels), Tokyo Matcha Bar (12 reels), Blue Tea India (10 reels), Tata Tea Kanan Devan (6 reels), Tata Tea Gold (6 reels), EpssieVoke (6 reels), Tea Culture of the World (5 reels), Makaibari Organic Tea (5 reels), 1868 by Tata Tea (5 reels), and Wagh Bakri Tea Lounge Official (4 reels)
Soft Drinks in India
The soft drinks market in India is fizzing with energy, driven by festive promotions, celebrity tie-ins, and innovative collaborations. Consumers crave bold flavors, convenient hydration, and celebratory vibes, fueling a vibrant sector pulsing with cultural and digital engagement.
This market blends iconic giants with fresh contenders. Coca-Cola leads with partnerships like Jack Daniel’s x Coca-Cola, while Thums Up electrifies with Hero MotoCorp’s Mavrick 440 collaboration and Allu Arjun’s endorsement. Maaza and Réal Juices shine during festivals, emphasizing mango richness and no-added-sugar Activ ranges.
Sprite chills with “Thand Rakh” campaigns, and Pepsi powers events like Star Vs Food Survival. Emerging players like Réal Fizzin and Jack & Coke add novelty. Growth is propelled by QR-code contests, sports sponsorships, and sustainability moves like PepsiCo‘s rPET bottles. Social media filters, festive packs, and mocktail challenges amplify this market’s refreshing, dynamic appeal.
The soft drinks segment thrives on affordability, flavor variety, and cultural resonance, encompassing carbonated drinks, juices, and energy options. Consumers value refreshment, energy boosts, and healthier choices. Thums Up and Coca-Cola India lead carbonated drinks with bold campaigns, while Réal Juices and Maaza emphasize fruit-based hydration and festive ties.
Jatin Sapru collaborates with Thums Up to celebrate 100 days of our champions’ glorious victory! 🏆🌪️
In the spirit of this Unreal Toofani Tour, Thums Up surprises us with their special Champions Can and an exclusive Toofani Hamper! 🥤🎉
Bhawna Agarwal collaborates with Real Juices to highlight the power of real fruits! 🍎🥭
With no added sugars or preservatives and packed with fruit goodness + added fibre, @realjuices is your go-to for healthy hydration—minus the hassle. 🧃✨
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Coca-Cola India (63 reels), Thums Up Official (54 reels), Pepsi India (38 reels), Real Juices (35 reels), Sprite India (31 reels), Sting India (22 reels), Limca Gluco Charge (14 reels), Maaza India (13 reels), Raw Pressery (7 reels), PepsiCo India (7 reels), Tang India (6 reels), Mountain Dew India (4 reels), Gatorade India (3 reels), Fanta India (3 reels), and Limca India Official (2 reels)
Beverage’s Brand Marketing Campaigns: Strategies, Successes, and Trends
This section highlights the diverse marketing strategies employed by beverage brands in India, including Lifestyle Promotions, Brand Collaborations, Sales Events, Product Launches, and Marketing Campaigns.
Marketing Campaigns:
Brands are pairing everyday products with meaningful narratives to create deeper consumer connections.
Continental Coffee India promotes Continental Xtra as the go-to fuel for busy, fast-paced lives, with influencers showcasing how it powers their daily grind.
Tata Tea Premium taps into social messaging with its Jaago Re campaign, using tea to spark conversations around gender equality.
These campaigns blend functionality with purpose, appealing to both the practical and the principled consumer.
Product Launches:
Coffee brands are introducing culturally inspired offerings to excite curious consumers and celebrate locality.
Subko Coffee rolls out Vietnamese Drip: Cà Phê Sữa Đá, crafted with Specialty Robusta, catering to those craving bold, global coffee experiences.
Starbucks India commemorates its 100th Mumbai store with a Mumbai-inspired menu—featuring creative twists like Kala Khatta Cold Brew and Reverse Vada Pav, blending global branding with local flavor.
Sales Events:
Coffee chains are tapping into value-driven promotions to boost in-store traffic and app engagement.
Starbucks India offered flat 40% and 30% off plus BOGO deals, especially around new store launches, to attract both loyal and first-time customers.
Third Wave Coffee India introduced a 25% dinner discount post 7 PM at its Basant Lok outlet, encouraging evening dine-ins and creating a niche for coffee-fueled dinners.
Brand Collaborations:
Starbucks India teamed up with Anamika Khanna to launch a Mumbai-inspired tote bag collection, blending high fashion with café culture. This campaign reinforces Starbucks’ image as a lifestyle brand, not just a coffee destination.
Lifestyle Promotions:
Coffee brands are positioning their products as essential companions for various lifestyle moments.
Starbucks India taps into coffee as an energy boost and romantic getaway with its Love is Brewing campaign, appealing to busy professionals and couples seeking cozy moments.
Blue Tokai Coffee promotes its cafes as the perfect spots to relax and unwind, emphasizing its role as the ultimate road trip pit stop, catering to travelers looking for a leisurely break.
Conclusion
The Indian beverages market is a vibrant and diverse sector that caters to a wide range of consumer preferences and lifestyles. From the rich, aromatic blends of traditional and specialty coffees to the refreshing and health-focused varieties of teas, and the energetic, flavorful options in soft drinks, there is a beverage for every taste and occasion. The industry’s embrace of digital marketing, influencer collaborations, and innovative campaigns has become crucial for brands to connect with consumers, showcase their products, and build lasting brand loyalty. As the market continues to grow, it will be fascinating to see the new flavors, sustainable practices, and strategic partnerships that will define the future of beverages in India.
