From Hydration to Experience
At the heart of Mogu Mogu’s success is a simple but powerful disruption. It transforms a routine hydration moment into a multi-sensory indulgence. The brand’s defining feature—real Nata de Coco, a naturally fermented, plant-based coconut jelly—creates a chew-as-you- drink experience that sits between a beverage and a snack. “Mogu Mogu isn’t competing with juices or sodas,” Singhal explains. “It creates a new consumption behaviour altogether—a playful, premium, 2-in-1 experience that fits Gen Z and millennial lifestyles.” Sunbeam ensured that this proposition was communicated with absolute clarity at the shelf. Transparent bottles showcased the generous Nata de Coco content, while point-of-sale messaging simplified the
claim to a single, irresistible idea: ‘Snack & Drink.’ The result was immediate. In Smart Bazaar stores, Mogu Mogu consistently emerged as the highest- velocity SKU in the imported beverage category, with Lychee and Strawberry
320ml variants outperforming domestic premium juices on units sold per store per week.

Why Smart Bazaar and Sunbeam Worked
Future Forward Star Brands are defined by mutual value creation, and the Smart Bazaar–Sunbeam partnership
exemplifies this balance. Smart Bazaar delivered prime eye-level placement, high-traffic end caps, beverage cooler
visibility, and data-driven scalability.
In response, Sunbeam delivered what modern retail demands most: near- perfect fill rates, rapid replenishment, and demand forecasting aligned to store-level velocity. “Smart Bazaar provided the stage,” says Singhal, “and Sunbeam delivered a blockbuster performance—driving footfalls, margins, and velocity per square foot.” The brand now spans 300+ cities,
moving beyond metro strongholds into Tier 2 and Tier 3 markets, proving that Mogu Mogu’s appeal transcends
income and geography when executed correctly.

From Trial to Habit
Perhaps the strongest validation of Mogu Mogu’s Future Forward status lies in consumer behaviour. What began as an impulse purchase has evolved into habitual stocking. Data
shows that over 60 percent of consumers exposed to modern trade activations become repeat buyers, with a notable shift from single-bottle trials to Pack- of-6 multipacks—a critical signal that the brand has moved from curiosity to routine. “We’re seeing Mogu Mogu used as a post-workout snack, a
mid-day boredom breaker, even a mocktail mixer,” Singhal notes. “When consumers start inventing use-cases for you, you know you’ve crossed from novelty into loyalty.” This repeat-led
growth delivers two major wins for the retailer: category premiumisation and higher basket attachment, as the snack-and-drink halo effect pulls complementary impulse purchases into the basket.

Innovation Without Chaos
Innovation at Sunbeam is never divorced from execution. New flavours, formats (including drinking jelly, iced teas and candies), and limited-edition collaborations are launched through phased pilots, not national gambles. “We follow an 80–20 discipline,” Singhal explains. “Eighty percent of our operational energy protects the power SKUs. The remaining twenty percent fuels experimentation.” Sunbeam’s data-led forecasting, safety-stock protocols, real-time inventory tracking, and strengthened logistics infrastructure allow the
company to maintain 98 percent+ fill rates, even during viral spikes triggered by campaigns such as Mogu Mogu x SEVENTEEN. This is where Sunbeam’s real differentiation lies—
not just in launching brands, but in keeping shelves full when demand explodes.

The Future Forward Equation
Looking ahead, Sunbeam’s roadmap for Mogu Mogu is anchored in three pillars: deepening Tier 2–3 penetration, cultural integration through lifestyle and influencer ecosystems, and AI-driven demand forecasting that shortens the distance between trend and shelf to near real-time. “Our goal is simple,” Singhal says. “Even as volumes triple, quality, availability and consumer delight must remain uncompromised.” That philosophy explains why Mogu Mogu’s Future Forward Star status is as much a recognition of Sunbeam Merchantile Ventures as it is of the brand itself.
In an era where many imported brands fade after the first wave of hype, Mogu Mogu’s Indian journey offers a different lesson. Sustainable success is not built on novelty alone—it is built on distribution intelligence, operational grit, and consumer-first clarity. As Reliance Smart Bazaar’s Future Forward Star Brand, Mogu Mogu represents the visible success. Sunbeam Merchantile Ventures represents the invisible system behind it. Together, they offer a masterclass in how global brands are not merely brought to India—but built for India.

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Chaileela enters one of North India’s most competitive food and beverage markets. Over the past few years, Noida has emerged as a key lifestyle and retail destination, driven by rapid urban development, increasing disposable incomes, and a growing cafe culture. Sector 104, in particular, has witnessed steady demand for casual dining formats and experiential cafe spaces, making it a strategic choice for expansion.

The cafe offers a wide selection of signature chai varieties, including traditional masala chai, flavored blends, and specialty tea options, complemented by a curated menu of snacks and comfort food. By combining quality beverages with an inviting ambiance, Chaileela continues to tap into the rising demand for premium yet accessible tea cafe experiences in urban India.

India’s organized chai cafe segment has seen significant growth as consumers increasingly gravitate toward branded tea chains that offer hygiene, consistency, and atmosphere. While coffee-led cafe chains have historically dominated metropolitan markets, tea-first brands are steadily carving out their space by leveraging India’s deep-rooted tea-drinking culture. Its expansion strategy reflects this broader industry shift, positioning the brand to capitalize on the evolving preferences of young urban consumers.

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Salud Viking, crafted from fermented honey and delicately infused with hops, presents a contemporary interpretation of tradition. Its distinctive IPA-style flavor, enriched with hops, ensures a smooth, accessible, and a refreshing twist to the age-old elixir. Packaged elegantly in a 375 ml bottle boasting 15% alcohol content, Salud Viking exudes a premium aesthetic. Complementing its robust character, the revamped, rugged cusp logo epitomizes the strength and allure of this exceptional beverage.

The global RTD market was valued at USD 1.22 billion in 2022 and is projected to reach USD 2.57 billion by 2030. The Indian RTD market is expected to reach USD 1.2 billion by 2027. (Source: Market Research Future and Mordor Intelligence). RTD growth in India is a result of rising disposable incomes, changing lifestyles and the increasing demand for convenient and flavorful beverages.

Ajay Shetty, CEO and Founder, Salud, said: “Tourism plays a significant role in Kerala’s economy, and tourists have their own drinking habits. Our team has been working behind the scenes all year to develop a unique range of products to add to its catalogue of traditional and sparkling meads and honey. Salud Viking is our thoughtful response to the growing trend of celebrating everyday moments. Crafted as a unique celebration in a bottle, it embodies the changing preferences of our consumers.”

He added, “We take pride in being a 100 per cent Indian product, sourcing everything locally and working closely with local suppliers. The Viking theme adds a layer of history and authenticity, drawing inspiration from the original mead makers, the Vikings. As we explore the market, our curiosity is centered on how our flavor, style and story resonate with consumers and establish us as true differentiators in the industry.”

Salud Viking is now available in Kerala in a convenient 375 ml size, priced affordably at just INR 170. Additionally, it can be found in the Goa market, where it offers premium quality at an attractive yet accessible price point, catering to consumers of diverse ages and lifestyles. Ideal for pairing with a variety of dishes, Viking enhances the enjoyment of steaks, chicken, or fish. Its nuanced flavor profile also harmonizes beautifully with desserts such as almond or lemon tart, drizzle cake, or baked cheesecake. Furthermore, it pairs exquisitely with peaches and cream, shortcake, or mature cheese, providing a versatile and delightful drinking experience.

Salud has also integrated NFTs (Non-fungible Tokens) in order to enhance customer engagement and bring a distinctive and immersive experience to enjoying its products. In addition to its RTDs and non-alcoholic bitters, Salud has expanded its offerings with Salud Merchandise, an exclusive line of apparel, and Salud Sessions, the music IP featuring exclusive tracks from both domestic and international artists. Stay tuned as these innovative collections are set to launch soon, promising fresh experiences and elevated connections for Salud enthusiasts worldwide.

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