How Lahori Jeera Cracked a ₹10,000 Cr Market Without Celebrities, VC Glamour, or ₹500 Cr Ad Budgets.
In a world where Pepsi & Coke spend more than ₹500 Cr annually just on ads, Lahori built a ₹500 Cr revenue business from scratch — by selling ₹10 drinks in 5 lakh+ Kirana stores.
And no, this wasn’t a lucky kitchen experiment. It was a masterclass in price positioning, product-market fit, and cultural branding.
Here’s how Saurabh Munjal broke through a legacy industry:
✅ The Insight: India’s ₹10,000 Cr packaged juice market lacked regional, functional, and desi beverages at scale.
✅ The Formula: Lemon for Vitamin C + Jeera for digestion + Kala Namak for electrolytes — not just a drink, but a homemade remedy millions of Indians swear by.
✅ The Hook: They didn’t try to build a commercial soft drink — they created a category.
✅ Price Matters: 160ml priced at just ₹10 — that’s ~20% cheaper than Thums Up, making it irresistible for price-conscious Bharat.
✅ Scale Without Celebs: 0 endorsements. 0 influencer noise. Yet today, Lahori is available in 5 lakh+ Kirana stores across India.
✅ Flavour Localization: Launched 12 regional flavors tailored to Indian palates — from Masala Cola to Saunf and Nimbu Soda.
✅ Brand Strategy: They knew 10-minute delivery isn’t what India drinks — India buys in bazaars, not apps.
✅ Result? The fastest-growing beverage #startup in India, now clocking ₹500 Cr in revenue.
#KnowWithRace
#GrowWithRace
