GOAN SPIRITS

We always have been talking about the spirits that are taking the Goan markets by a storm, but in this issue, we wanted to highlight a brand that in itself is a non-alcoholic brand, but it surely does enhance the drinking experience of many other brands. Svami, a household name in Tonic Water and other non-alcoholic beverages today, had entered the market with the primary idea to give consumers an upgrade to their mixers while drinking premium spirits. Given the rise in gin drinking population, launching Tonic Water as their first product became the obvious choice for Sahil Jatana, Rahul Mehra, & Aneesh Bhasin, three friends who came together to do something in the beverage space given their understanding and expertise in this area. Svami as a name for a mixer sounded rather conventional to most people, but the founders Over the last three years, Svami has become a beverage company with 12 products across three categories - mixers, non-alcoholic ready-to-drink (RTD), and ginger ale. From 2020 to 2021, the company experienced a 200 per cent revenue growth (Rs 6.5 crore in FY21) and aims to reach Rs 100 crore by 2024. Although Svami had the first-mover advantage and established itself pretty well in the market, the competition was on the rise. To combat the same, the team at Svami started thinking about adding more products to their portfolio. to pronounce, no matter which part of the globe it was being poured at, hence the name Svami. Also, given the fact that tonic water originated in India during the British regime to fight malaria, it was only the most fitting choice of name for the brand. had their thoughts aligned. They felt that the name had to sound Indian and had to be easy

And thus, subsequently, more drinks such as ginger ale and soda were added to the portfolio. One of their biggest sellers online was a 3 Cal tonic water during the lockdown, along with non-alcoholic Rum and Cola, Gin and Tonic, and Pink Gin and Tonic. As a result of the non-alcoholic RTD range, Svami was able to reach new markets and hone its position as a holistic brand. The brand also feels that its biggest USP is the fact that it is not contract manufactured, but everything is made in its own production facility at Bhiwandi in Mumbai. All the R&D is conducted by the team and products are developed from scratch after multiple rounds of discussion and tasting sessions, to perfect And for Svami as a brand, Goa is one of the most prominent places for the brand for a few reasons. Firstly, there are a lot of locals who are constantly trying new products since Goa has now become the land for many Indian spirits who have set up their distilleries here. Secondly, Goa attracts tourists from all parts of the country. These people come and discover new products during their stay and often get introduced to Svami for the first time here in Goa. And if they are familiar with the product already, it gives them the advantage to enjoy it even during their vacation, which serves great as a brand recall. the balance in taste before launching in the market. Svami is treading a path where its name will be synonymous to Tonic Water and many other non-alcoholic beverages and the future looks exciting too. Svami as a brand is always on the lookout for innovations and new developments. They are working on a few things parallelly and will be announcing them shortly. ” So here is to many more amazing beverages from Svami, till then enjoy what is already available in the market ☺