India’s First Prebiotic Soda Brand Misfits Attracts Strategic Investors in Seed Round

Misfits, India's pioneering prebiotic soda brand, today announced the successful completion of its seed funding round, raising an undisclosed amount from a consortium of prominent investors. The round was led by Nu Ventures, seasoned angel investor Subba Rao Telidevara, Turiya Advisory Services’ Managing Director Bijoy Daga; and renowned corporate finance and strategic investment consultant Robert Pancras.

Founded by brothers Aditya and Yash, Misfits has disrupted India's beverage industry by introducing the country's first prebiotic soda that combines bold taste with gut-friendly benefits. The brand's flagship product contains zero added sugar and are low in calories, positioning itself as a healthier alternative to traditional carbonated drinks.

The funding will be utilized to enhance production capabilities, expand distribution networks, and accelerate market penetration across India. Since its launch, Misfits has gained significant traction with consumers seeking functional beverages that deliver both taste and health benefits.

Left to right - Aditya Pai & Yash Pai(Co-founders of Misfits)

"We are thrilled to partner with investors who share our vision of revolutionizing India's beverage landscape," said Aditya Pai, Co-founder of Misfits. "This funding validates our mission to provide consumers with a guilt-free alternative to sugar-loaded sodas while supporting gut health through innovative prebiotic formulation."

Yash Pai, Co-founder of Misfits, added, "The investment will enable us to scale our operations and introduce new flavors while maintaining our commitment to clean-label ingredients and functional benefits. We're excited to build a brand that resonates with health-conscious consumers across India."

The funding round reflects growing investor confidence in India's functional beverage market, where consumers increasingly prioritize health benefits alongside taste preferences. Misfits' unique positioning as India's first prebiotic soda addresses this evolving consumer demand.

"Misfits represents exactly the kind of innovative brand that can transform traditional categories," said Venk Krishnan, Founder of Nu Ventures.

"The founders have identified a genuine market gap and developed a product that delivers authentic functional benefits while maintaining the taste profile consumers expect from carbonated beverages. Their approach to building a health-focused alternative in the soda category has tremendous potential for market disruption." said Subba Rao Telidevara, angel investor and former industry executive.

Misfits differentiates itself through plant-based ingredients, natural sweeteners, and zero preservatives, appealing to conscious consumers who value transparency and health benefits. The company's clean-label approach includes providing third-party lab reports, enabling informed consumer decision-making and building trust in the functional beverage space.

Founded by brothers Aditya and Yash, Misfits is India's first prebiotic soda brand committed to providing healthier alternatives to traditional carbonated beverages. The Mumbai-based startup combines functional ingredients with bold flavors to create products that support digestive health while delivering the taste experience consumers expect from premium sodas. With its clean-label approach and innovative formulation, Misfits is redefining what fizzy drinks can be in the Indian market.

Coca-Cola Launches Its Marketplace on ONDC – 'Coke Shop'

American beverage giant Coca-Cola's India unit has announced that it has joined the government-initiated Open Network for Digital Commerce (ONDC), while also launching its own marketplace, the 'Coke Shop', on the platform.

The initial association with ONDC is being supported through SellerApp, which will help the company leverage the ONDC network with its data-driven insights, market intelligence, and strategies.

“Through the ‘Coke Shop’ marketplace model, Coca-Cola is benefitting retailers by enabling them with another channel to sell their products whilst simultaneously facilitating multiple touchpoints for consumers to purchase from. Retailers who have not been able to access major e-commerce platforms will now have an opportunity to regain customers and cater to a wider audience,” the beverage major said in a statement.

The company joins a slew of FMCG companies that have come onboard ONDC. The other FMCG brands that have joined ONDC include Hindustan Unilever, Polycab,Me n Moms, Mama feast, BRBChips, Ustraa, Sublime, Fackelman, Keventer, Brill, Hyderabad Foods, Healthkart, Nourish Mantra, Buy One Gram, Selzer, and Dugar Oversees.

Coca-Cola rival PepsiCo had already joined ONDC in August this year.

Coca-Cola's bottling partner in India, Moon Beverages Limited, will be the ‘Network Participant’ for its offerings on the platform, ensuring consumers have seamless access to its beverage portfolio, said the company in a release.

"We are happy to see Coca-Cola join onto our network on this transformative journey and give consumers an exceptional shopping experience while offering expanded choices for buyers on the network,” said T Koshy, managing director and chief executive officer, ONDC.

Coca Cola India currently has a strong network of close to ~ 4 million retail outlets across the country.

Tata Consumer Products Enters Energy Drink Category, Launches ₹10 'Say Never' Energy Drink

Tata Consumer Products (TCP), the consumer products company of the Tata Group, has announced a bold entry into the fast growing "Energy Drink" category with the launch of Say Never Energy Drink.

Say Never Energy Drink, to be available in two variants — Red and Blue, is priced at an affordable price tag of ₹10 for a 200 ml cup format.

In the initial phase of the launch, Say Never Energy Drink will be available at retail outlets in Karnataka and North markets.

No other detailed information is available publicly such as ingredients/composition of the drink, amount of caffeine, and the energy drink's cup's material etc. 

The energy drink from the Tata is likely to directly compete with Red Bull, Rockstar, Pure Zero, Shashan Total Body Fuel Peach-Fizz Energy Drink and Zippfizz. However, these are priced at higher value (ranging from ₹20 to ₹125) compare to Say Never Energy Drink of TCP. Though, quantity in millilitres vary for different brands. 

As per definition by Scottish government, Energy drinks are beverages that contain high levels of caffeine in combination with other ingredients such as sugar and stimulant properties such as guarana, taurine or herbal substances.

Speaking about the new launch, Mr. Vikram Grover, MD NourishCo Beverages Limited, Tata Consumer Products said, “With this launch we aim to inspire and energize the doers, the dreamers, and the go-getters of the world. Say Never Energy Drink is not just a beverage; it's a symbol of empowerment, a companion for those who dare to be different. The launch strengthens & complements the overall product portfolio for NourishCo and through this we are celebrating the heroes who carve their own paths. This affordable caffeine-based energy drink is for the young masses and with this we are here to fuel their journey."

Earlier in June, Gurgaon-based NourishCo, which is a Tata Consumer Products Limited (TCPL) subsidiary, introduced Tata Coffee Cold Brew as part of its strategy to expand its functional beverages segment.

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals.

BLR Brewing Co. and Great State Aleworks Collaborate To Create Unique Beer Inspired By A Konkani Sweet Dish

BLR Brewing Co., one of Bengaluru's most popular breweries, has collaborated with Great State Aleworks to create a unique beer that celebrates the rich flavors of South India. The Blonde Ale, inspired by the Konkani sweet dish - Patoli, is a light and refreshing beer that is perfect for the hot summers of India.

Brewed using local rice from Karnataka, black jaggery, and coconut, it has a creamy mouthfeel with a hint of coconut that complements the sweet notes of jaggery and rice. With an ABV of 5% and an IBU of 15, this beer promises to tantalize the taste buds of beer enthusiast.

The collaboration between BLR Brewing Co. and Great State Aleworks is a testament to their commitment to pushing boundaries and creating unique flavors that appeal to the Indian palate. The mastermind behind the creation of this beer is the head brewer of BLR Brewing Co., Umang Nair, who teamed up with the talented brewers of Great State Aleworks, Nakul Bhonsle and Divyesh Patil, to bring Blonde Ale to life.

Commenting on the collaboration, Umang Nair, Head Brewer at BLR Brewing Co., said “Such collaborations are so much fun! When we have innovation and passion for craft beers coming together, it creates something truly unique. As Nakul rightly says #drinklocal”.

“When Umang and I started discussing this long overdue collab, we thought of brewing a beer based on a dessert known as Patoli, which is common across the coastal regions of 3 adjoining states: Goa, Karnataka, and Maharashtra. And so, we used coconut, jaggery, and rice in this beer. The resultant beer is a light ale with a hint of a coconut and a creamy mouthfeel!” added Nakul Bhonsle, Founder, Great State Aleworks.

BLR Brewing Co., JP Nagar is a Brewers Hub which has established a reputation for creating innovative and experimental beers through collaborations with other breweries and brewers. Their latest creation, the Blonde Ale, is a true testament to their passion for craft beers. With six beers on tap, ranging from Farmhouse, Hefeweizen, Stout, Coconut Blonde, Pineapple Saison, Belgian Wit and the newest entrant Blonde Ale. The food menu at BLR Brewing Co. is a mix of local flavors to comfort bar food to global cuisines that complements the beer. Great beer, craft cocktails, delectable food and good music—is what defines BLR Brewing Co.

About BLR Brewing Co.

BLR Brewing Co. is one of Bengaluru's largest Brewpark, located in three different locations within the city. The theme of the place celebrates the five elements of Earth, Water, Air, Fire, and Space, bringing them together in one place. With live gigs, DJ nights, and a globally designed menu, BLR Brewing Co. attracts crowds of all ages and interests. BLR Brewing Co. has recently won the Bar with Best Ambiance award by Times Food & Nightlife.

Polka Pop Raises An Undisclosed Amount in Pre-seed Funding

Polka Pop, India's pioneering flavored sparkling water, has secured pre-seed funding from a group of renowned angel investors, including Atishe Chordia, founder of Doodleblue Innovations, Parasar Sarma, a former growth leader at Wakefit, Senthil Natarajan, Managing Partner at Kovai Pazhamudir, and Shikha Gupta, Managing Director of Life Fitness India, Premnath K (Founder & Director, Blue Band Sports Ltd), among others.

The company plans to use the funds to target a monthly sale volume of over 1 lac bottles a month.

As one of the first fizzy drinks in India with 0 sugar, 0 sweeteners, 0 calories, 0 sodium & 0 Preservatives, Polka Pop aims are replacing unhealthy “diet” sodas & tonic waters. Perfect for anyone who is health-conscious, Polka Pop’s unsweetened flavored drink is the perfect mix of fizzy and 100% guilt-free. Launched in early 2021 by Gaurav Khemka (Babson MBA ‘20) the startup is currently selling over 40,000 bottles a month. It is also present across quick commerce platforms such as Swiggy, Zepto & BlinkIt.

Gaurav Khemka, Founder & CEO, Polka Pop

Parasar Sarma (Ex-Wakefit, Growth Leader) added “The rapid growth and widespread acceptance of Polka Pop in the market is impressive. As a homegrown category pioneer in the competitive D2C beverage segment, offering a clean and healthy fizzy drink, Polka Pop has a unique and promising position that is sure to lead to further expansion. I am delighted to take part in this round of funding and to support the company's mission”.

Polka Pop was also the recipient of the TANSEED grant by the TN Government in early 2022 and was shortlisted as YourStory’s Top 500 Challenger Brands. Recently, it was also selected as one of the top 600 startups from over 5700 applicants as part of the upcoming Leap to Unicorn program by IDFC First Bank, Moneycontrol & Headstart.

Commenting on the Fundraise Gaurav Khemka Founder & CEO - “The shift towards leading a healthier & better life is constant! We have seen some of the largest brands in the world built on this. However, the current Indian beverage shelf, including ’diet’ drinks, comes with long-term health concerns. At Polka Pop, we are working on building a clean beverage brand where taste & health go hand-in-hand. I would like to thank the angels for believing in our mission right from the start.''

Over the next 6 months, Polka Pop is focused on targeting hotel chains, bars (Polka Pop makes great cocktails!), restaurants, & office spaces and scale in that segment too. They are also in talks with a few funds regarding the follow-on seed round that will be utilized to build out existing channels & also establish a retail footprint across all major metro cities.

Anthill Ventures Launches Anthill Spirits – India's 1st Speed Scaling Programme for Alco-Bev Startups

• Anthill Spirits will aim to fund up to USD 1 million over the stages of the venture-building process.
• The venture builder accelerator programme will provide funding and market access to entrepreneurs.
• India's alco-bev industry worth USD 50 billion - Anthill Spirits aims to fuel growth.

Anthill Ventures, a global venture capital and speed-scaling ecosystem, has announced the launch of Anthill Spirits, India's first speed-scaling accelerator programme dedicated to supporting early-stage alco-bev start-ups. Anthill Spirits will provide funding and market access to entrepreneurs to help create innovative brands and technologies in the rapidly growing Indian alco- bev industry, which is estimated to be worth close to USD 50 billion by 2023.

Anthill Spirits will aim to fund up to USD 1 million over the stages of the venture-building process, with a compelling vision, a clear business plan and a strong founding team and core team in place. Eligible start-ups must have a running business in at least two key core markets, demonstrate a product-market fit and have a significant market size.

Anthill Spirits' venture builder accelerator programme will provide start-ups with funding and market access, as well as guidance and know-how in areas, such as business model refinement, new product development, marketing, market access, celebrity engagement and stage-based access to capital.

Prasad Vanga, Founder and CEO of Anthill Ventures said, "With our successful speed-scaling mantra, we aim to back courageous entrepreneurs disrupting the alcoholic beverages industry. We bring smart capital to enable the visionary brands and entrepreneurs whom we back to win."

Nayan Deekonda, CEO of Anthill Spirits said, "With the shift in demand from mass and traditional brands to premium/super-premium beverages, we see an opportunity to invest in and support visionary brands and technologies."

Anthill Ventures has a notable portfolio in the alco-bev industry, including award-winning brands like NAO Spirits (Hapusa and Greater Than) in the gin segment, which recently bagged a strategic investment from Diageo, ready to drink and lifestyle beverage brand, Salud, which is redefining the way alcobev marketing is done by adopting techs like NFT, category disruptor and leader in meads, Moonshine, and the first women-led Indian Alcobev craft spirit, Matinee. Anthill Spirits aim to build an ecosystem of founders, partners, mentors, corporates and investors to nurture and scale innovative alco-bev brands.

About Anthill Ventures:

Anthill is a global venture capital and speed-scaling ecosystem that invests in courageous entrepreneurs to build companies of the future. Their intervention enables transformational growth in early-stage companies across Healthcare, Mediatech, Urbantech and Consumer Lifestyle. Their ability to make targeted and timely interventions for start-ups to scale with speed enables them to have stronger growth trajectories through their global partner ecosystem.

About Anthill Spirits:

Anthill Spirits is a speed-scaling ecosystem focused on supporting courageous entrepreneurs who are creating innovative brands and technology to disrupt the alcoholic beverages landscape. Anthill Spirits brings smart capital, which is a combination of investment (money) and advisory (knowledge), to build an ecosystem for Alcobev startups.

'SPYK', India’s 1st Freshly Brewed Seltzer Brand Hits the Streets of Bengaluru

A new hard seltzer is hitting the Bengaluru market and might just be your new go-to drink

Spyk Hard Seltzer, India’s first freshly brewed hard seltzer is all set to take India by storm with their freshly brewed, 100% vegan and natural flavors hard seltzer. Launched in Bangalore, Spyk is an all-natural, brewed beverage for the modern, playful, conscious consumer- the changemakers. Unlike other seltzers that are carbonated cocktail mixes, Spyk is freshly brewed, low-calorie, low- carb, naturally flavored & has a solid 5.5% alcohol with just 2G carbs. It is ideal for the social drink- for your networking meets, night outs to quiet nights at home with its crisp and refreshing taste and low as 100 calories, leaving you with a pleasant, guilt- free buzz.

Spyk Hard Seltzer, is a V9 Seltzer Works company and is brewing at Woodpecker Breweries in Hassan. Spyk was formulated by R&D experts in Canada, who are the world's leading brewing consultants, and also happen to be the formulators of the famous White Claw Hard Seltzer, which took the west by storm.

SPYK 4 variants — Original, Orange, Mixed Berry, Lime

During the launch of Spyk Hard Seltzer, Vimal Chand, CEO & Co-Founder, says, “My partner & I wanted to introduce India to this great product, as soon as we witnessed the seltzer storm in the US. With more than 50% of India’s population being under 35, we saw the immense potential for a truly millennial product. We’re inspired by the new age of consumers, the generation that loves to work hard & play harder, that’s known to be the life of every party. We’ve created a drink that’s for everyone, for every occasion, a drink that adapts itself to you, whether you’re someone who lives to drink or someone who only enjoys the occasional sip. Simply put, we make sure that an exciting night on the town isn’t followed by a regretful morning after.

We are confident about our product and given that we are India's first brewed hard seltzer, which is also low cal, low carb, and no added sugar, we have a significant competitive edge over the existing players in the market.”

Vamsi Krishna, CMO & Co-Founder, Spyk Hard Seltzer, also added saying, “Bangalore has also always been known to be a city that is explorative among other metropolitan cities, which made it the perfect city to launch a young, progressive brand like Spyk. We see Spyk as a disruptor & market leader in the hard seltzer space. We aim to give social drinking a facelift”

Spyk will be launching four delicious variants ranging from flavors like Lime, Orange, Mixed Berry and Original. Priced at INR 150 for 330 ML and INR180 for 500ML. Spyk is also aiming to expand its presence in Hyderabad, Maharashtra and Goa soon after their Bangalore, Karnataka launch.

Strong yet restrained, Spyk’s 5.5% ABV is ideal for a perfectly balanced lifestyle, allowing you to let loose on a night out and still tick off your early morning workout. Their array of freshly-brewed, delicious flavors are light, refreshing, and give you the thrill of Saturday night and help you ease down on a Sunday morning all at once.

About SPYK:

Spyk Hard Seltzer is the first of its kind in India, made from the finest quality ingredients and carefully crafted to deliver a refreshing, flavorful drinking experience that is both light and satisfying. Spyk Hard Seltzers are 5.5% ABV, 2G CARBS, ONLY 100 CALS AND 0 ADDED SUGAR.

About V9 Seltzer Works Pvt Ltd:

V9 Seltzer Works Pvt Ltd is a new age beverage company that was founded in 2018 by Vamsi Krishna and Vimal Chand, two friends who thoroughly enjoyed hard seltzer during their time in the US- where the seltzer storm has taken over. With the vision of being the market in the hard seltzer segment in India, V9 Seltzer Works is proud to launch India’s First Brewed Hard Seltzer- Spyk. Spyk was developed by world renowned brewing consultants, and is being manufactured at a contract brewing facility in Karnataka.

V9 is based out of Hyderabad, and also has operations in Bangalore- where Spyk has also first launched. Spyk will be available in Hyderabad very shortly, after which they plan to become available pan india gradually. V9 is currently privately funded, and has an elaborate growth plan.