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Bindu plans to expand its footprint in North, East & West
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Tuesday, 08 July, 2025, 12 : 00 PM [IST]
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Our Bureau, Mumbai
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House of Bindu, the flagship beverage vertical under SG Corporates, is ready to go National. Backed by ambitious growth targets and an aggressive go-to-market strategy, the brand is poised to disrupt the Indian ethnic beverage space with a high-impact rollout spanning Uttar Pradesh, Bihar, West Bengal, Maharashtra, Gujarat, Rajasthan, Punjab, and the Delhi-NCR region.
With an eye on 5 lakh retail touchpoints, the company is unleashing a comprehensive market expansion plan that includes a robust multi-channel distribution model, significant trade marketing investments, and a differentiated regional palate-first brand positioning.
SG Corporates has set an audacious revenue goal of Rs 1000 crore, driven by pan-India penetration of its ethnic-flavoured carbonated beverages and juices in next 3 years. Riding on the strong consumer shift towards regional flavours and nostalgia-driven consumption, the brand is positioned to leverage its deep South Indian success into a nationwide narrative.
To support this momentum, a dedicated sales force of over 400 professionals has been mobilised to onboard distributors, scale general trade and modern trade presence, and ensure last-mile connectivity through super stockists and channel partners.
To ensure real-time fulfilment and maintain freshness of product deliveries, SG Corporates has partnered with manufacturing facilities in North and East India, reducing lead times and enhancing market responsiveness. This complements its existing state-of-the-art production hubs in Puttur, Sangareddy, and Visakhapatnam, fortifying its pan-India manufacturing capabilities.
Sathya Shankar, managing director – SG Corporates, said, “The Indian ethnic beverage market is at an inflection point. With a market valuation of USD 2.02 billion (Rs 700 crore) in 2023, and a projected CAGR of 7.7% through 2030, there's a massive whitespace for brands that offer authentic, flavour-rich, homegrown options. Bindu Fizz Jeera Masala isn’t just a drink—it’s a sentiment rooted in India’s culinary identity. Our expansion strategy is aimed at tapping into this emotional resonance nationwide.”
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