Sbooch, a new-age kombucha brand, has announced its official launch into the Indian beverage market at an event with Suniel Shetty in Mumbai. Founded by Niraj Manek and Kajall N Manek, Sbooch is set to disrupt the industry with its line of all-natural, preservative-free kombucha drinks. The beverage is claimed to be preservative-free, contains no artificial flavors or additives, and boasts an impressive shelf life.
Sbooch Kombucha is made with all real farm-produced fruits, vegetables and raw ingredients. There are no artificial flavors or preservatives; sugar content is less than 4 grams of natural sugar per 100 ml serving, which is used for fermentation; there is up to an 18-month shelf life without preservatives, and the flavors are inspired by the palate of India’s rich culinary landscape.
“We’re not just launching a drink; we’re introducing a new Kulture,” said Niraj Manek, founder of Sbooch. “Our kombucha is real in every sense—made with raw fruits, vegetables, and ingredients, no artificial additives, and less than 4 grams of natural sugar that’s produced during fermentation. We’re excited to offer Indian consumers pure, unadulterated goodness with no marketing jargon or lies, with any gray filled with clutter.”
Kombucha is one of the oldest drinks in the history of mankind, dating to 5000 years and originated in the eastern part of Japan. Now, Sbooch is bringing this ancient fermented tea to modern India, with a twist that sets it apart from anything else on the market. The brand offers a range of flavors that take consumers on a journey across India, touching Kulture with every sip.
Chef Niyati, the culinary mastermind and founder at Ekaa, behind Sbooch, has crafted an array of unique flavors that capture the essence of the Indian palate and diverse culinary traditions, from North to South and East to West. Among them are Koshimbir from Maharashtra, Gor Keri from Gujarat, and Tulsi Lemon from Uttar Pradesh, among others.
Sbooch has associated with Bollywood actor and fitness icon Suniel Shetty as a partner in this gut-health revolution. At 62, Shetty’s endorsement of Sbooch speaks volumes about the brand’s appeal to health-conscious individuals across all age groups, from toddlers to grandparents, and to coming generations.
“As a health-conscious individual, I realized the need for a ‘Wholesome and Guilt-free drink that our Gut loves’, ‘for all age groups’, ‘Made in India,’ all-natural drink,” in this current beverage landscape, said Shetty. “Sbooch is a world of real flavors and ingredients. It’s refreshing to find a homegrown brand that offers a delicious, all-natural beverage option.”
While kombucha is known for its potential gut-friendly and immunity-boosting properties, Sbooch isn’t positioning itself solely as a health brand. Instead, it’s marketing itself as a clean, real, unadulterated alternative in India’s beverage landscape—one that happens to be good for you and aids your well-being!
Sbooch has adopted a unique drop-marketing strategy through the unique web interface of their website (sbooch.com). The dates of drop-offs will be featured soon on their web and social media pages for all the potential and valued customers across India to pre-book their Sbooch. There are plans for rapid expansion through other e-commerce and retail platforms in the coming months.
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Naresh Khanna – 10 February 2025
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