Brands
Sbooch launches in India
Mumbai: Can you think of a beverage that’s completely preservative-free, contains no artificial flavours or additives, and still boasts an impressive shelf life? Sbooch, a new-age kombucha brand, announced its official launch at an event with Suniel Shetty in Mumbai entering the Indian beverage market, aiming to fill this exact gap. 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.
Key features of Sbooch Kombucha:
● Made with all real farm-produced fruits, vegetables and raw ingredients
● No artificial flavours or preservatives
● Sugar content is less than four grammes of natural sugar per 100 ml serving, which is used for fermentation
● Up to an 18-month shelf life without preservatives
● Flavours inspired by the palate of India’s rich culinary landscape
“We’re not just launching a drink; we’re introducing a new KULTURE,” said Sbooch founder Niraj Manek. “Our kombucha is real in every sense—made with raw fruits, vegetables, and ingredients, no artificial additives, and less than four grammes 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 back up 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 flavours 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 flavours 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 flavours 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.
Brands
Maharashtra revokes Ola, Uber, Rapido bike taxi licences
Temporary e-bike taxi permits cancelled as firms fail to meet state rules
MUMBAI: Maharashtra’s roads are set to see fewer zipping two-wheelers after the state government pulled the plug on provisional licences granted to bike taxi giants Ola, Uber and Rapido. Transport Minister Pratap Sarnaik announced in the Legislative Council on Monday that temporary permissions would be revoked.
“These companies were given permission for just a month and were required to submit certain documents. Since they have not complied, their temporary licences are cancelled. This is to ensure illegal bikes do not operate on our roads,” Sarnaik said.
The move follows the Maharashtra E Bike Taxi Rules 2024, designed to generate employment for local youth and offer commuters a cheaper, greener ride option. The rules, approved in August 2024, allow electric bike taxis in cities with over one lakh residents.
Under the policy, only electric vehicles can ply as taxis, and operators had 30 days to fulfil licensing and compliance requirements. Yet, officials claim many continued operations without meeting these conditions. Sarnaik added that a large number of bike taxis currently running in Mumbai and the wider Mumbai Metropolitan Region are illegal.
In a firm enforcement twist, the government has instructed authorities to focus on vehicle owners rather than riders when registering cases. Safety concerns, particularly for women passengers, and accident complaints have also been flagged by the transport department.
Since April 2024, Regional Transport Offices have taken action against 130 non-compliant bike taxis, collecting fines exceeding Rs 33 lakh. Authorities say further measures will follow to ensure services adhere to regulations before returning to city streets.
Maharashtra’s bike taxi saga has been a rollercoaster. Initially banned in January 2023 due to concerns over private vehicles ferrying passengers, the sector was later formalised through an electric bike framework in 2024. Provisional licences were granted in 2025, but the government now warns that any bike taxi operating on city roads without proper permits will be considered illegal.
Adding to the transport shake-up, the government has also halted the issuance of new auto rickshaw permits from March 9 to ease urban traffic pressures and safeguard livelihoods of existing drivers. A fresh standard operating procedure for future permits is set to go before the state cabinet soon.
Maharashtra commuters may have to find alternative rides as the state reins in its two-wheeled taxi revolution, leaving app-based bikers in a legal limbo.
