Indian Silicon Valley with Jivraj Singh Sachar · 2025-05-11 · 1h 42m
Why do most Indian beverage startups die in Tier 1 cities? And how did a bootstrapped brand from Chandigarh crack ₹500 crore selling ₹10 drinks across India?In this episode, we sit down with Saurabh Munjal, co-founder and CEO of Lahori Zeera - one of India’s most remarkable mass-market brand stories.What started as a kitchen recipe is now a household name, with 50 lakh bottles sold every day, 3 lakh+ retail touchpoints, and a product lineup built entirely for Indian taste buds. And all of it - manufacturing, distribution, brand recall - was built from the ground up, without celebrity endorsements or early VC money.We explore the exact systems Saurabh used to win in kirana stores, beat incumbents on taste and trust, and build a truly scalable consumer brand - not for South Bombay, but for Bharat.This episode isn’t startup theory.
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