Bindu Fizz Jeera Masala Challenges Pepsi and Coke in India’s Quick Commerce Battle

India’s beverage market is witnessing a dramatic shift as homegrown brands like Bindu Fizz Jeera Masala take on global giants Pepsi and Coca-Cola. The rise of quick commerce platforms has leveled the playing field, allowing smaller brands to gain visibility and compete for consumer attention in a rapidly evolving retail landscape.  

Key Highlights of the Market Shift  
- Bindu Fizz Jeera Masala has leveraged 10-minute delivery apps such as Blinkit, Swiggy Instamart, BB Now, and Zepto to expand its reach  
- Quick commerce platforms have transformed India’s retail sector, with total gross merchandise value rising from $1.6 billion in 2022 to $7 billion in 2024  
- Over two-thirds of online grocery orders and one-tenth of e-retail spending now occur on quick commerce platforms, reshaping consumer buying habits  
- Despite high listing fees and margin pressures, smaller brands are gaining traction by offering unique flavors and localized products  

The Competitive Landscape  
- Pepsi and Coca-Cola continue to dominate India’s carbonated beverage market, but regional brands are finding new ways to challenge their supremacy  
- Bindu Fizz Jeera Masala’s success highlights the growing demand for indigenous flavors, catering to consumers seeking alternatives to mainstream soft drinks  
- The battle for shelf space has now moved to digital screens, with brands competing for visibility on e-commerce and quick commerce platforms  

Future Outlook and Industry Impact  
- Analysts predict continued growth in India’s quick commerce sector, with more local brands entering the market  
- The shift toward instant delivery services is expected to redefine marketing strategies for beverage companies  
- The success of Bindu Fizz Jeera Masala may encourage other regional brands to explore digital-first retail models  

Source : Economic Times, ET BrandEquity, Flipkart-Bain Report.