Business Remedies | Rajshree Upadhyaya | When brothers Mohit and Ashish Bhatia set out to build Malaki, they were not chasing the mass market for sodas or bottled water. They came from a family that understood food and beverages deeply, but they wanted to create something more refined, something that treated everyday hydration and mixers with the same care and creativity that fine dining gives to food. What emerged was a premium Indian beverage brand that blended local sensibilities with global aspirations, offering tonic waters, ginger ale, sparkling and alkaline waters that could stand proudly next to imported bottles on any shelf or bar counter.
The philosophy behind Malaki was as much about experience as it was about taste. The founders insisted on glass bottles that communicated sophistication, and every element of the packaging carried the story of craft and botanical inspiration. Their early conviction was that beverages in India were often seen as either functional or indulgent, but rarely as lifestyle-driven. By positioning Malaki as a homegrown premium alternative, they aimed to disrupt a space dominated by foreign mixers and mass-market sodas. It was a deliberate attempt to build a category rather than compete directly in the crowded lanes of mainstream carbonated drinks.
This ambition took a dramatic leap forward when Malaki appeared on Shark Tank India. On national television, Mohit and Ashish presented their brand not merely as another drink but as a statement of taste and design. For the Sharks, the pitch opened a window into a rising Indian consumer who was ready for mixers and sparkling drinks that carried both style and substance. While the dealmaking dynamics of the episode drew their own attention, the real victory for Malaki was the sudden burst of visibility. The segment sparked conversations online, drove curious customers to try the brand for the first time, and, perhaps most importantly, reassured retailers and bar owners that stocking an Indian premium mixer was not a risky gamble but a timely move.
The exposure proved to be a turning point. Less than two years after their appearance, Malaki announced a seed funding round of about Rs. 5.7 crore, an investment earmarked for scaling production, expanding retail channels, and deepening its direct-to-consumer presence. For the founders, this was the critical bridge between boutique credibility and the capacity to serve a wider market. Seed capital allowed them to strengthen manufacturing without compromising the artisanal cues that had defined the brand from day one. It also gave them the confidence to negotiate larger retail partnerships while continuing to nurture relationships with hotels, restaurants, and cafes that had been their earliest champions.
As the funding flowed in, Malaki broadened its channel mix. Subscription models and online platforms allowed the brand to reach customers directly, while selective placement in premium stores and bars kept the aura of exclusivity intact. The dual play of being aspirational in hospitality spaces and accessible through digital channels helped them to move beyond novelty. It was not just about being a mixer for cocktails but also about becoming a sparkling refreshment in its own right, a choice for consumers seeking everyday indulgence.
The journey, however, is not without challenges. Premium non-alcoholic beverages in India still face the barrier of price sensitivity, and glass packaging, while elegant, brings logistical complexities. The market is also attracting new entrants, both international and local, eager to capitalize on changing consumer preferences. Yet, Malaki’s approach-rooted in design, storytelling, and careful distribution-gives it a distinctive edge. It represents a brand that is less about following trends and more about shaping them, and in doing so, it has carved a narrative that extends far beyond a single television appearance.
Today, Malaki stands as one of the rare examples of an Indian beverage label that has managed to balance craft with scale. Its story is one of patience, positioning, and persistence, showing how visibility from a platform like Shark Tank can serve as a catalyst, but sustained growth comes from the daily grind of building trust with customers and partners. For Mohit and Ashish, the real test is ongoing: to hold on to the soul of a craft brand while navigating the demands of growth, and to ensure that Malaki continues to sparkle not just in glasses but in the imagination of a changing India.
Written & Edited By:
Rajshree Upadhyaya
