Rising Popularity of Traditional Beverages

Beverages, defined as any fluid which is consumed by drinking are an integral part of human diet.

- Mohini Nitturkar

Beverages are essential for growth, development as well for carrying out various physiological processes that are important for living a healthy life.

Chai or Tea is the first word that comes to mind when we speak about Indian Traditional Beverages; however, there are beverages other than tea that are consumed in India such as Filter Coffee, Lassi, thandai, aam panna, golgappa ka pani, flavored milk shakes (curcumin, mango etc.), and conventional fruit juices.

India mainly has three seasons Summer, Monsoon and Winter and there are drinks for every climate. Be it to quench their thirst in summer or to keep them warm in winter – India has all types of beverages for each season. The Traditional beverages are made up of of spices and herbs, fruits with blends created with the health benefits of sourcing natural ingredients. For example – Aam Panna or Aamras is a fruit juice drink both made from mangoes, Jal-jeera is basically cumin water, Lassi is a yoghurt based drink either sweet or salted. The traditional beverages do not contain any harmful chemicals, preservatives in them and so are the healthiest drinks. The drinks provide a refreshing effect with health benefits.

FOOD AND BEVERAGE INDUSTRY IN INDIA

India is the largest producer of many agricultural products. It is the largest producer of milk and dairy products contributing 23% to global milk production. India’s total horticulture production in 2021-22 is estimated to be nearly 300 mio tons. The Food and Beverage Industry generates 3% of India's GDP and generates around 2/3rd of the total retail market in India. The current market size of Indian Food and Beverage Industry is nearly INR 4.5 Lakh Crore and shows great potential for higher profit