Rajshree Upadhyaya | Business Remedies | Jaipur | April 19,2025 | In 2017, three cousins from Punjab, Saurabh Munjal, Nikhil Doda, and Saurabh Bhutna, were experimenting in the kitchen with a fizzy, cumin-flavored drink. Nikhil had crafted the spicy concoction, reminiscent of traditional Indian coolers made at home to beat the heat. What began as a playful sip quickly turned into a serious idea. The trio saw a gap in the market, no Indian carbonated drink truly celebrated desi flavors. And so, Lahori Zeera was born, aiming to revive familiar tastes with a modern twist.
They launched under Archian Foods Pvt. Ltd., based in Mohali. Lahori Zeera was inspired by the bold, punchy profiles of Lahori cuisine and the use of Lahori namak, black salt, in Indian household beverages. Their flagship product was a masala soda infused with cumin, lemon, black pepper, and ginger. It wasn’t just another fizzy drink but nostalgia in a bottle. The idea was simple yet powerful, blend Indian spices with carbonation and serve it at an unbeatable price point.
Initially, they focused on Punjab and nearby states, using a region-first strategy that proved to be spot on. Within a few years, Lahori Zeera’s distribution expanded across Haryana, Delhi NCR, Uttar Pradesh, Rajasthan, Himachal Pradesh, and Uttarakhand. By 2022, it had built a footprint in 18 states. Their fizzy cumin drink was being sold through over half a million retail outlets with a robust network of 2,000+ distributors. At peak summer, they were selling over five million bottles a day.
To keep pace with rising demand, Lahori Zeera built automated plants in Punjab and Gujarat. A third is now underway in Lucknow. Their production capacity currently stands at five million bottles daily, intending to double it by the end of 2025. Alongside infrastructure, the brand was scaling in numbers, too. From Rs. 80 crore in FY21 to Rs. 312 crore in FY24, with profits tripling to Rs. 22.5 crore, their financial growth mirrored their consumer reach. A significant milestone came in 2022 when Belgian investment firm Verlinvest infused $15 million to support further expansion.
In 2024, Lahori Zeera launched its first major ad campaign, “Har Koi Peeta, Lahori Zeera,” created by Enormous. The catchy campaign pushed the brand beyond its regional stronghold, turning it into a name recognized nationally. Its Rs.10 price tag for a 160 ml bottle helped it become a hit not just in urban markets but also in rural towns where value and familiarity go hand- in-hand.
The strength of Lahori Zeera lies not only in its flavor but also in its founding team. CEO Saurabh Munjal, a commerce graduate with an MBA from Singapore, brings strategic direction. CBO Saurabh Bhutna drives operations across markets. And COO Nikhil Doda, the creator of the original drink, leverages his background in retail management and a stint at IIM Lucknow to oversee production and scale.
Even as Lahori Zeera cements its place in the carbonated drinks space, the founders are already thinking ahead. They plan to expand into non-carbonated beverages and explore global markets, especially in GCC countries, where Indian flavors are in demand. While South India remains a challenge due to logistical hurdles, they see immense potential and are steadily working towards tapping it.
What started as a home experiment has turned into a desi beverage revolution. In a market dominated by international sodas, Lahori Zeera has found its niche by staying unapologetically Indian, one cumin-flavored bottle at a time.
Written & Edited By:
Rajshree Upadhyaya
