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Third Culture disrupts market with high on quality, low on sugar beverages
Saturday, 30 January, 2021, 12 : 00 PM [IST]
Our Bureau, New Delhi
Third Culture is now extending its reach with all natural low-sugar coffee cold brews and healthy carbonated beverages. It is a popular brand in Seattle and is ready to serve its delicious, all natural, healthy options to Indian consumers, who aren’t fans of the sugar-loaded drinks already available in the market and are demanding better options.

It is built on the pillars of health, diversity and sustainability. The company believes in sourcing the highest quality local ingredients, supporting local farmers and crafting beverages with precision and time to develop delicious flavour. Their proprietary recipes and processes have been developed over the years with their international expertise and sets their offerings apart in taste and quality from all other beverages in the market.

The company is proud to be a clean label product – with everyday ingredients that everyone understands, without all the harmful artificial ingredients.  Each beverage is founded on a primary everyday superfood whether it is Coffee, Ginger or Turmeric –craft-brewed over 3 days in small batches to develop delicious flavour. The drinks have absolutely no preservatives, no concentrates, no additives, no high fructose corn syrup, and most importantly, no chemicals.

The beverages are available for purchase through their website for local delivery across NCR and in February will be available for national delivery across India through their website and soon through Amazon. They are selectively working with premium retail chains throughout the country and will be kick starting the launch with Godrej’s Nature Basket in Mumbai.

Radhikka Kapur, co-founder and CEO, Third Culture, said, “Third Culture was built on the aim of bringing people together by celebrating cultures across the world through the medium of cultural healthy beverages. A Third Culture person is one whose home is defined by people and emotions that connect them with people rather than geographies, a person who absorbs and integrates the best of culture’s they are exposed to, for a more wholistic and fulfilling lifestyle.”

“More than a launch, this is more of a homecoming for the brand because India is perhaps one of the best examples of diversity in the world, where all cultures are celebrated. We are excited to showcase the best of international beverage styles that we have a well-established reputation for, to the discerning Indian audience. The trends in India are changing, aligning more and more to international trends, where audiences are demanding healthier products, with high quality ingredients that align with the values that are important to them. By implementing our hyperlocal strategy, we are excited to showcase the high-quality local ingredients and the amazing beverages that they can produce. We are humbled and excited to be part of ‘Made in India’ by bringing the best of our experiences and crafting them in India for Indian consumption,” she added.

 Sandeep Kini, co-founder,said, “We have always focussed on building our connection with the consumers directly to showcase our delicious, healthy, high-quality product. It is a relationship based on trust which we always prioritise above anything else. The product rollouts for India and US are aligned and we are excited about bringing the best of cultures around the world to both the markets. Our global launch truly defines Third Culture and enables us to be a leader in the movement of providing healthier everyday options that are good for us. By focusing on an e-commerce platform and offering subscription programs, we are building direct connections to the consumer.”

With sustainability as the company’s third pillar, it is conscious of each and every choice they make and how it impacts the environment. From choosing recycled glass for their bottles, to committing to a ‘no plastic' rule, to using recycled paper for packaging, the company is committed to do better every day. With continued support from the consumers, they hope to continue building on that initiative as the company grows.

The company has already made a name for their globally-inclusive vision when it comes to coffee, tea, and healthy beverages. Coming from the coffee and craft brewing capital of the world, Seattle USA, it finds joy in crafting beverages that are delicious, local, nutritious and contribute to creating healthier lifestyle options with absolutely no compromises on taste or quality.  

Run by a lean team that is high on passion and energy with a mission to make the world a more healthier and inclusive place, the company celebrates the inherent goodness of everyday superfoods, providing options that will become the new essentials and favourite of the entire family.
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