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GCL enters coconut water segment with TBH launch
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Monday, 02 March, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Ghodawat Consumer Limited (GCL), the FMCG arm of the Sanjay Ghodawat Group, has entered the natural hydration category with the launch of TBH Coconut Water under its ‘To Be Honest’ brand. The move expands TBH’s clean-label portfolio beyond healthy snacks into beverages, marking its foray into the fast-growing functional drinks market.
TBH Coconut Water is made using extracts from fresh coconuts sourced from Tamil Nadu and contains no added sugar, concentrates or artificial flavours. Positioned as a simple, ingredient-first offering, the product is available in a 200 ml PET bottle priced at ?60, reflecting the company’s strategy of making better-for-you products accessible to everyday consumers.
The launch comes amid rising demand for functional beverages in India, driven by health-conscious consumers seeking natural hydration options. Industry estimates value the Indian functional beverages market at USD 6.9 billion in 2025, with projections to reach USD 18.8 billion by 2034, growing at a CAGR of 10.74%. Within this segment, packaged coconut water is witnessing accelerated growth as consumption shifts from unorganised formats to branded, packaged alternatives offering consistency and transparency.
Salloni Ghodawat, CEO of Ghodawat Consumer Limited, said hydration was a natural extension of TBH’s philosophy of real, honest ingredients. She noted that the brand’s entry into beverages reflects an evolution aligned with changing consumer habits rather than a strategic pivot.
The company plans a measured rollout, initially leveraging TBH’s established general trade distribution network across India. Marketing efforts will focus on in-store visibility, pack-led communication and clear ingredient messaging to drive awareness and repeat consumption.
Produced through minimal processing with rapid extraction and stabilisation to preserve freshness, TBH Coconut Water is not reconstituted from concentrate and contains no additives. With growing consumer preference for clean-label products, GCL sees the category as a complementary growth opportunity supported by TBH’s existing base of health-focused consumers.
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