LIBATIONS BEV LLP

In their own words

Brief: Our early stage startup (pre-launch) is reimagining the Indian social beverage landscape by creating a premium line of non-alcoholic, functional adult beverages that blend ancient Indian medicine, modern nutritional science, and self-care principles. These ready-to-drink (RTD) beverages are crafted to elevate mood, energy, and social experience, without the negative side effects of alcohol. Product: We are developing a portfolio of function-driven beverages starting with two products and two flavour variants each for pilot launch. Each drink will deliver a specific wellness function (e.g. calm, uplift, focus), using evidence-based bioactives and ingredients rooted in Indian/Ayurvedic tradition yet unfamiliar to mainstream Indian consumers. Formulations are designed to be clean-label, low-sugar, diabetic-friendly, and versatile for solo or mixed consumption. Flavour profiles will range from alcohol-inspired (e.g. gin-like, whiskey-esque) to wholly original and crafted. Target Market: Primary: Health-conscious Gen Z and Millennials (18–45), urban, aspirational, and active in wellness, longevity, and lifestyle trends. Secondary: Discerning consumers from middle-to-upper income households, looking for sophisticated, alcohol-free mixers or social beverages. Tertiary: Sober-curious, abstainers, recovering individuals, and expats in India. Innovation: Introducing a new beverage category: non-alcoholic functional adult drinks that are first of its kind in India. Leveraging underutilised Indian/Asian botanical actives with proven benefits Sensory design mimicking premium alcoholic beverages Promoting wellness-enhancing rituals in social contexts Impact: Reduces alcohol-related health and social risks Enables healthier choices in social settings Empowers Indian ingredient supply chains through local sourcing

Written by the company on its public Startup India profile. Not verified by us.