Coca-Cola to Bisleri: Jeera Drink Wars Ignite Rs10 Beverage Battle

• The Indian beverage industry sees a fierce 'jeera drink wars' among giants like Coca-Cola, Bisleri, and Lahori Zeera, targeting the Rs 10 market.
• The rise of jeera drinks reflects a shift towards culturally familiar, indigenous flavors, appealing to both nostalgia and mass market across regions.
• Distribution and availability are key differentiators, as most brands offer similar flavor profiles, making retail reach crucial for sales.
• Lahori Zeera, a major beneficiary, reported significant revenue growth, focusing on strengthening production and distribution over aggressive marketing.
• While IPL is a major ad platform, Lahori Zeera avoids it due to high costs; brand trust is seen as the ultimate differentiator.