Jaipur | Rajshree Upadhyaya
Driven by a vision to transform India’s premium beverage mixer industry, Angad Soni founded Sepoy & Co. in 2018 and established a distinctive identity in the market. At a time when craft spirits and premium liquor were gaining popularity across the country, the mixer category remained largely overlooked, forcing consumers and hospitality businesses to rely on imported brands.
Recognising this gap, Angad set out to build an Indian brand capable of delivering world-class mixers that met international quality standards while catering to the evolving preferences of Indian consumers. The company began its journey with premium tonic water and gradually expanded its portfolio to include club soda, ginger ale, ginger beer, sparkling mixers and a range of premium beverage mixers crafted using natural ingredients and Himalayan water.
Rather than competing on price, Sepoy & Co. focused on quality, clean ingredients, balanced flavours and premium packaging. Its products were designed to complement premium spirits without overpowering them, delivering a refined drinking experience. As India’s premium beverage culture evolved, the brand steadily gained recognition across luxury hotels, premium bars, fine-dining restaurants and modern retail outlets.
The company also strengthened its direct-to-consumer presence through online platforms, making premium mixers more accessible to customers across the country.
The inspiration behind the brand reflects a unique historical connection. The name “Sepoy” draws from colonial-era India, when quinine-based tonic water became closely associated with the British presence in the subcontinent. Rather than treating this history as nostalgia, Angad Soni reimagined it to create a distinctly Indian premium brand celebrating craftsmanship, innovation and modern beverage culture.
By combining botanical ingredients, natural flavours and premium positioning, Sepoy & Co. successfully carved out a niche in a market that had long been overlooked by domestic manufacturers.
Brand Strengthened Its Position in the Premium Beverage Market
The company’s entrepreneurial journey reached a national audience after appearing on Shark Tank India Season 5. Seeking an investment of Rs. 3 crore for 2% equity, Angad valued the company at Rs. 150 crore while presenting his vision of building a globally recognised Indian mixer brand.
During the pitch, the Sharks appreciated the quality of the products, branding and the emerging opportunity in the premium mixer segment. However, they expressed concerns regarding the company’s valuation and ownership structure, and Sepoy & Co. ultimately left the show without securing an investment.
Despite not receiving a deal, the appearance significantly boosted public awareness and introduced the brand to a much wider audience, further strengthening its position in the premium beverage market.
Following the show, the company continued expanding its presence across hospitality, retail, exports and quick-commerce platforms. It also kept introducing new flavours and premium offerings while remaining committed to natural ingredients and high-quality formulations.
Established as a Leading Indian Brand
Today, Sepoy & Co. exports to multiple international markets and continues to grow rapidly as demand for premium beverage mixers rises both in India and overseas. The company remains fully operational and continues investing in product innovation, distribution expansion and brand building.
From identifying an untapped market opportunity to creating one of India’s most recognised premium mixer brands, Angad Soni has demonstrated how a clear vision and unwavering commitment to quality can create an entirely new category within the beverage industry.
Although the company did not secure an investment on Shark Tank India, its sustained growth, expanding market presence and premium positioning have established Sepoy & Co. as a leading Indian brand that is helping shape the country’s evolving premium beverage ecosystem.
