Potential Market Of Ethnic Beverages

The long Indian sizzling summer is in full swing and cool beverages are a delightful means to bring a refreshing element to the scorching and sweaty summers. They can give some relief from the all pervasive heat.

- Swarnendu Biswas

Besides the branded carbonated beverages from multinational players, and an impressive number of fruit juices, shakes and branded fruit drinks floating in the market, India’s food & beverage industry also has an impressive array of ethnic beverages to quench the perpetual thirst of our millions; beverages whose timeless appeal among Indian masses and classes has not yet been eroded by the transient market forces.

Indigenous Drinks

Besides our indigenous varieties of tea and coffee, India has a number of other refreshing ethnic beverages, which include lassi, aam panna, chach, jaljeera, thandai, coconut water, sherbet of wood apple (bael), kokum sherbet, sattu, shikanji, mahua, neera, feni among many others. Yes, ethnic beverages like aam panna , jaljeera and lassi have been integral part of our lives and lifestyle since ages. Many of these above-mentioned ethnic beverages are often made in Indian homes and many among us have a flood of fond memories associated with these sweet, or salty or tangy refreshing liquids.

Though a majority of these ethnic beverages are designed to give relief from summer heat, some like mahua and feni are tailored to make you heady and ready for celebrations. Taking swigs of mahua can be an interesting part of tribal tourism in Chhattisgarh, whereas a visit to Goa can get more enjoyable with sips of feni.

Many states and regions of India have their own ethnic beverages. Like mahua is an intoxicating drink made from fermenting the flowers of the mahua tree, which is enjoyed primari ly by the tribals of Chattisgarh, whereas