When a kombucha flavoured with rasam — the South Indian spiced soup — took top honours at the 2025 London Beer Competition, few could have predicted the ripple effect. For Sbooch, the Indian kombucha brand behind the now-celebrated beverage, the win was more than an international nod of approval. It marked a pivotal shift — a sign that traditional Indian flavours could stand tall in a global wellness market often dominated by the familiar and the Western.

Founded by Niraj and Kajall Manek, Sbooch is taking kombucha in a fresh, unorthodox direction: rooted in India, culturally expressive, but global in ambition. From bold flavour combinations to a growing partnership with actor and entrepreneur Suniel Shetty, the brand is carving out space in both local and international markets, while deliberately sidestepping the overly clinical “health drink” image that kombucha sometimes carries.

In this conversation, Manek reflects on the brand’s journey, its market strategy, and the creative tension between authenticity and accessibility. We explore how Sbooch plans to grow — not by diluting its identity, but by leaning into the complexity and richness of its origins.

Image: Founders Niraj and Kajall Manek.

Sbooch’s Rasam Kombucha took home "Kombucha of the Year" at the 2025 London Beer Competition — a remarkable accolade. How do you plan to leverage this recognition to drive brand awareness and market presence, both in India and internationally?

Winning "Kombucha of the Year" at the 2025 London Beer Competition is an extraordinary honour for Sbooch’s Rasam Kombucha, and we see it as a pivotal moment in our journey. This recognition not only validates our commitment to crafting innovative, culturally rooted beverages but also opens up new opportunities to scale our brand globally.

In India, we plan to amplify this achievement through targeted digital campaigns, influencer partnerships, and experiential marketing events that celebrate Rasam Kombucha’s unique fusion of tradition and modern wellness. We will also work closely with premium retail and hospitality partners to expand our footprint in key metro cities, highlighting the award as a mark of world-class quality.

Internationally, the accolade positions us to enter new markets with confidence. We are actively exploring collaborations with global distributors and retail platforms, particularly in regions where there’s a growing appetite for functional and fermented beverages. Leveraging this win, we will participate in more international food and beverage expos, introduce limited-edition batches for global audiences, and share our story through earned media and trade channels.

Image: Sbooch’s Rasam Kombucha crowned "Kombucha of the Year" at the 2025 London Beer Competition.

You’ve created a product that blends modern wellness culture with traditional Indian flavors — in this case, the bold and comforting character of Rasam. What inspired this fusion, and how do you strike the balance between authenticity and innovation across your range?

The inspiration behind blending modern wellness culture with traditional Indian flavours comes from a deep desire to celebrate heritage while meeting the evolving preferences of today’s health-conscious consumers. There is a richness in Indian culinary traditions that naturally aligns with the values of gut health, balance, and mindful consumption, all central to the wellness movement, best suited to all age groups, from kids to seniors, and has it in their daily lifestyle.

Striking the balance between authenticity and innovation is a careful, intentional process. It begins with a respect for real and natural ingredients and flavour profiles, ensuring that their essence is preserved. At the same time, we explore how these flavours can be reimagined to resonate with a contemporary audience in taste, form, and experience. Each product is the result of thoughtful experimentation, guided by a commitment to integrity, quality, and cultural sensitivity.

Ultimately, the goal is to create something that feels both familiar and fresh, honouring where we come from while embracing where we are headed.

Tell us about your partnership with Bollywood actor and entrepreneur Suniel Shetty. How has his involvement helped shape brand identity, visibility, or commercial growth — particularly among Indian and diaspora consumers?

Partnering with Suniel Shetty has been instrumental in shaping how Sbooch is perceived — not just as a drink, but as a lifestyle choice. As someone who’s long been associated with discipline, entrepreneurship, and cultural influence, his involvement brings a strong sense of credibility and aspiration to the brand.

His support has helped us position Sbooch as a refreshing, modern beverage that is deeply rooted in Indian tradition yet globally relevant. While it is crafted with care and intention, we do not frame it as a health drink — it’s about flavour, experience, and a connection to something authentic. Suniel’s belief in the product has helped amplify that message, especially among consumers who are mindful about what they consume but still want something bold, satisfying, and culturally meaningful.

For both Indian and diaspora audiences, his presence has reinforced Sbooch as a brand that blends tradition with a contemporary edge — and that is played a key role in expanding our visibility and commercial momentum.

Image: Bollywood actor and entrepreneur Suniel Shetty.

What does your current distribution footprint look like — in India, the UK, and other markets? Are you working with specific retailers, restaurant groups, or import partners, and how do you support them in moving stock and building consumer loyalty?

Sbooch is currently penetrating the Indian market, where we are actively penetrating in Ecom / QCom, HoReCa, along with retailers and modern trade outlets to establish a strong distribution network. We are in the early stages of market entry, with a growing presence across key markets in Tier 1 and Tier 2 cities to begin with

Discussions are underway for expansion into Europe and the UAE markets, which will serve as a launchpad for deeper market penetration in further regions. We are also exploring potential collaborations with distribution partners in the UK and the US to support future rollouts.

As we build these relationships, we support our partners with tailored marketing strategies, promotional assets, and initiatives to drive product awareness and consumer engagement. Our goal is to ensure consistent stock movement while building long-term brand loyalty through quality, transparency, and community-driven storytelling.

Who is your ideal customer, and how do you tailor your product development and marketing — digital or otherwise — to resonate with this audience? Have you found any surprising demographics gravitating toward Sbooch?

At Sbooch, we proudly position our product as one that is enjoyable, a lifestyle beverage suited for  — from 5 to 95 years old, from non-alcoholic to alcoholic lovers, and more. Our kombucha is brewed to be approachable, non-intimidating, and full of bold, fun flavours that can resonate across generations. That said, our core marketing focus is on young adults aged 21 to 35, though they are very dynamic and lack brand loyalty; they are typically the early adopters and carriers of new beverage trends and the most active in shaping brand culture through digital platforms.

In terms of product development, we ensure that our flavour profiles are balanced — exciting enough to stand out, but not so niche that they exclude broader audiences. We avoid overly sour or polarizing notes, making Sbooch a great blend of choice whether someone is discovering kombucha for the first time or simply looking for a refreshing, fizzy drink with character on a daily basis.

Our marketing strategy blends creating awareness and relatable digital-first storytelling content — particularly on Instagram and other youth-driven platforms, with on-ground engagement through cafes, events, and lifestyle spaces. We use playful, vibrant visuals and language to make the brand feel fresh and inclusive. At the same time, we offer enough product education and transparency to reassure parents buying for their kids, to Gen Z or older consumers who are curious about kombucha but unfamiliar with it.

Interestingly, we have seen a surprising number of school-age children and older adults enjoying Sbooch, especially in family households where it’s kept as a fun, alcohol-free, yet flavourful beverage option. This wide acceptance has encouraged us to keep our branding open and inclusive while still leaning into what excites our trend-leading audience.

Image: Sbooch Kombucha’s fun flavours.

How important is sustainability to your sourcing and packaging processes, and what steps are you taking to build a purpose-driven, environmentally conscious brand?

Sustainability is a key pillar of how we build and grow Sbooch, both in terms of our sourcing practices and our long-term vision as a purpose-driven brand. While we are still an emerging player, we are deeply conscious of the environmental impact that beverage production and packaging can have — and we are committed to making better choices wherever possible. We use Eco-friendly and recyclable products from production to packaging

In our sourcing, we prioritise working with local suppliers for ingredients to reduce transportation emissions and support regional agriculture. Our teas, natural farm-produced ingredients, and spices are selected not just for quality, but also for proximity and responsible cultivation practices. This local-first approach helps us stay connected to our roots while also lowering our footprint.

In terms of packaging, we currently use glass bottles, which are not only fully recyclable but also preserve the quality and integrity of our product better than plastic alternatives. We are actively exploring return-and-reuse models with some of our distribution partners, especially in urban areas where logistics allow for it. Labels and packaging materials are chosen with recyclability and minimal waste in mind, and we continue to seek lower-impact solutions as we scale.

Beyond operations, we believe in building a brand culture that encourages mindful consumption. Through our storytelling and collaborations, we aim to promote a lifestyle that values balance, creativity, and respect for the planet. We understand that being sustainable is not a one-time decision, but an ongoing process of improvement — and we are committed to evolving transparently and responsibly as we grow.

With your international profile rising and kombucha gaining mainstream traction, what’s next for Sbooch? Are there new flavours, collaborations, or markets on the horizon?

With kombucha steadily entering the mainstream and our brand profile gaining momentum, the next phase for Sbooch is all about bold innovation, cultural storytelling, and deeper market presence. We are excited to continue pushing the boundaries of what kombucha can be — not just as a beverage, but bring a new culture as a canvas for creative expression rooted in Indian flavours and experiences.

We are launching a new wave of flavours that reflect our commitment to local identity and playful experimentation by our R&D team, led by Chef Niyati Rao— each crafted to surprise and delight our community while staying true to the fermented base that defines Sbooch. These variants challenge the idea of kombucha being niche or one-note — instead, they make it fun, familiar, and uniquely Indian.

We are also exploring collaborations with creators, chefs, and culture-focused brands to bring Sbooch into new settings — from pop-ups and tasting menus to curated events and limited-edition drops. These partnerships will help us reach new audiences and build a lifestyle around the brand.

In terms of markets, our immediate focus remains on expanding our footprint across more Indian cities through both retail and on-premise channels. At the same time, we are laying the groundwork for our first international entries, targeting regions where curiosity around global flavours and non-alcoholic alternatives is growing.

Sbooch has always been about breaking the mold — and what’s next is more flavour, more fun, and a larger platform to tell our story.

Image: Sbooch’s Rasam - Kombucha Of The Year.

Conclusion

Sbooch’s success is not just a matter of fermentation and fizz — it’s a thoughtful exercise in cultural translation. As kombucha enters new culinary and lifestyle spaces, brands like Sbooch are proving that global relevance doesn’t require abandoning local character. On the contrary, it may depend on it.

What’s compelling about Manek’s vision is how grounded it remains in everyday experience — not trends or buzzwords. Whether it’s appealing to a kombucha-curious 10-year-old or a health-aware 70-year-old, Sbooch is building something rare in the beverage world: a product that’s easy to like, but not easy to forget.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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