From Classic to Contemporary: The Evolution of Flavors in India's Snack and Beverage Market

India's flavor landscape is a complex amalgamation of diverse taste pallets and preferences, reflecting its rich cultural heritage.

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Rahul Johar, Founder & CEO of Oxbow Brands

For snack and beverage manufacturers, navigating this intricate market requires a keen understanding of both traditional and emerging flavor trends.

The Diversity of Indian

Flavors India's flavor preferences encompass both standard Western tastes and unique traditional local flavors. While Western favorites such as strawberry and mango dominate sweets and beverages, and cheese or barbecue are popular for chips, Indian consumers also have a strong preference for traditional flavors that never fail to take them down the memory lane. Nimbu masala (lemon spice) and kala khatta (a tangy, black currant-like flavor) beverages, garlic pickle, and spicy masala snacks are quintessentially Indian. Additionally, regional specialties like kokum in the West and rose and curry patta (curry leaf) in the South add another layer of complexity.

Kokum, a fruit indigenous to the Western Ghats, is a staple in Maharashtra and Goa, often used in refreshing summer drinks. In the southern states, rose and curry patta are incorporated into various snacks and beverages, adding a local twist that resonates with regional consumers. These flavors, deeply embedded in regional cuisines, underscore the importance of understanding local preferences and sentiments attached from centuries to now.

Balancing Familiarity and Innovation