Brands
Thirst for growth as TABP pours Rs 26 crore into Bharat’s beverage boom
MUMBAI: In a country where nimbu paani meets nostalgia and flavour fuels fortune, Coimbatore-based TABP Snacks and Beverages is bottling Bharat’s thirst, one sip at a time. The company, which turns beloved street-side drinks into hygienic, affordable, and ready-to-drink formats, has raised 3 million dollars (Rs 26 crore) in a fresh funding round led by LC Nueva, with participation from Entrust Family Office and investors Arun Mukherjee and Soumya Malani.
Founded in 2018 by engineer duo and husband-wife team Prabhu Gandhikumar and Brindha Vijayakumar, TABP has quietly brewed a niche for itself in the value beverage market. Think local favourites from rose milk to lemon soda but in standardised, safe, and scalable packaging. It’s a refreshing formula for an underserved consumer base often overlooked by mainstream FMCG giants.
“Our belief has always been simple, India’s beverage revolution won’t be led by metros alone,” says TABP co-founder and CEO Gandhikumar. “For millions in tier-2 towns and rural belts, there’s still a gap between taste, hygiene, and affordability. Our goal is to fill that gap with quality beverages that feel aspirational yet remain accessible.”
And the numbers suggest he’s onto something. From a modest Rs 4 crore in FY19, TABP has fizzed its way to Rs 212 crore in FY24–25, targeting a heady Rs 800 crore in the next three years before a planned pan-India expansion and eventual public listing.
The company plans to deploy the fresh funds to expand distribution across southern and eastern India, introduce new beverage formats, and boost manufacturing capacity. It’s a move aimed at tapping into India’s Rs 1.38 lakh crore non-alcoholic beverage market, a sector expected to swell to Rs 2.1 lakh crore by 2029, powered by affordability-led consumption and rising hygiene awareness among mass consumers.
While global giants continue to dominate the premium urban aisles, a vast swathe of small-town and rural beverage consumption remains unorganised, often sold at roadside stalls in unhygienic conditions. TABP’s mission? To bring structure, safety, and scale to this chaos. By reimagining hyper-local favourites as packaged, standardised products, the brand is doing for drinks what Amul did for milk and Lays did for snacks.
“Under Prabhu’s leadership, TABP has found a sweet spot between aspiration and accessibility,” said a Entrust Family Office partner. “Its differentiated flavour play and disciplined growth model show that innovation can thrive even in value segments.”
LC Nueva’s spokesperson echoed this sentiment, adding, “We’ve been early believers in TABP’s Bharat-first approach. Its growth proves that the next wave of consumption will be value-driven yet aspirational.”
Of course, not every sip is smooth. Climate-linked raw material volatility and rural distribution challenges continue to test the industry. But TABP is banking on regional familiarity, frugality, and a ground-up network to weather the heat.
For now, as the company scales up its operations and prepares to go national, TABP stands as a symbol of Bharat’s changing palate, one that values both taste and trust.
From steel tumblers to pet bottles, from roadside stalls to retail shelves, the message is clear: India’s thirst for affordable quality is here to stay and TABP just might be the one to quench it.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
