Groovy’s anti-choke juice pouches at Aahar 2026

At Aahar 2026 in Delhi, four-year-old Delhi-based beverage brand Groovy made its maiden appearance, making a mark for its innovative packaging and affordable juices.

While the brand operates from NCR, it originated from the remote regions of Uttarakhand and Jammu & Kashmir, where its production plants are located. Mitkaran Singh Ghai, co-founder, attributed the brand’s authentic connection to its Indian heritage.

One of its notable features is its packaging, designed in-house and developed in collaboration with UFlex. The brand claims to be the first in India to introduce anti-choke caps for a product priced at Rs 10. Typically, such safety-oriented packaging is reserved for premium baby food products costing upwards of Rs 100 in European markets.

By bringing this technology to a mass-market price point, Groovy says it aims to provide children in tier-2 and tier-3 cities with a safer, high-quality experience previously inaccessible to them. “This commitment to the community is a cornerstone of our business model, ensuring that every Indian who is being fed should be fed right,” Ghai says.

“In a market often saturated with synthetic additives, we offer a range of beverages free from preservatives, artificial colors, and harmful chemicals. We are passionate about moving away from the industry standard of using vegetable pulps, such as pumpkin mixed with artificial flavors, to simulate fruit. Mango should be made from mango,“ he adds.

Groovy’s current lineup includes six to seven flavors across various sizes, including 135 ml, 180 ml, and the recently launched 200 ml pouches. It recently expanded into the hydration category with coconut water featuring 80% coconut water content, alongside a new line of PET bottles for water and traditional favorites such as jeera drink.

Its stand at Aahar was busy with visitors trying its juices and playing arcade-like games that the company had fitted as POS. The games enabled more product trials and enhanced footfall, as the kids playing were quite competitive, hoping to win more juices as prizes.

The core of Groovy’s operation is its farm-to-pouch system, made possible by a new mobile pulping machine developed in partnership with Ghai’s friend, an IIT alumnus. He explained that the 40-foot containerized pulping unit can be transported to the most remote corners of India, such as Baramulla for apples or Sawai Madhopur in Rajasthan for guavas.

Ghai said, “By pulping the fruit directly at the source, we provide a vital lifeline to local farmers. We purchase not only the premium fruit but also the imperfect produce — fruit that is over-ripened or slightly bruised—which would otherwise go to waste because it doesn’t meet the aesthetic standards of traditional markets. This approach creates a significant extra income stream for farmers, directly impacting rural livelihoods.”

As Groovy continues to grow, it remains focused on gaining the support of the Indian consumer for indigenous brands. The company believes that Indian products can meet and exceed international standards while remaining deeply rooted in local culture.

“By combining high-tech logistics with a compassionate approach to sourcing, Groovy is building a sustainable ecosystem that honors the hard work of Indian farmers and the health of the Indian public. As we look toward the future, we hope to inspire a shift in consumer behavior where made in India is synonymous with purity and social responsibility,” he said.