Goodness! Beverages doing things differently in India

By Jim Cornall contact

- Last updated on GMT

Goodness! Beverages is expanding its range of products, as well as the number of cities they can be purchased in.
Goodness! Beverages is expanding its range of products, as well as the number of cities they can be purchased in.

Related tags: Kefir

Goodness! is a ready-to-drink dairy beverage brand with its parent company, DropKaffe Food & Beverages Pvt. Ltd., based in Bengaluru.

The company started by launching its products only in Bengaluru, but has recently expanded to other large city markets.

Goodness! Beverages initially started with a range of cold-brewed coffees, but co-founder Lakshmi Dasaka told DairyReporter the company’s next breakthrough came in the form of yogurt smoothies - India’s first ‘snack-in-a-bottle,’ which was launched into the market in July 2016.

The company’s product portfolio now also includes oat smoothies.

All the products have a shelf-life of 90 days, at least 5g of protein in each unit and no artificial ingredients or preservatives.

Products shaped by research

The company researched the market before launching the products, and found a need for on-the-go products.

“Our most recent survey across the four major cities of Bengaluru, Hyderabad, Mumbai and Delhi revealed that two out of every three millennials between the age of 18-35 years skip breakfast at least three times a week,”​ Dasaka said.

“Rushed mornings and busy lifestyle are the foremost reasons for people skipping breakfast, and they want healthier, quicker and convenient on-the-go options.”

In the first phase, the company launched the products in Bengaluru, expanding the footprint gradually into Hyderabad and Delhi since May and July 2017 respectively.

Different breakfast routines

Dasaka said India is a diverse country, and this extends to breakfast choices.

“While hot breakfast is still the most preferred choice, busy schedules are keeping people away from the first meal of the day.

“People in southern cities such as Bengaluru and Hyderabad opt for a plate of hot, steaming Idli or Dosa (traditional fermented preparations using rice and pulses), whereas people in northern cities such as Delhi prefer a Paratha (whole wheat pancake) for breakfast,”​ she said.

“There is also an increased trend towards online ordering of breakfast in large cities owing to the rise of domestic food delivery apps such as Swiggy.”  

The scenario is vastly different in rural areas, Dasaka said, and small towns where the population largely prefers a traditional, home-cooked breakfast.

She added that the majority of Indians are “hooked on buttermilk and lassi when it comes to dairy beverage consumption.”

New launches imminent

This meant with the yogurt and oats smoothies, educating customers was necessary.

“We recently launched a digital marketing led product sampling exercise to reach our target consumers with products for their evaluation and feedback,”​ Dasaka said.

“Traditionally, companies have relied upon promoter led in-store sampling, use of print media, product bundling etc. to achieve this objective. In a shift away from these traditional approaches, we have taken the digital route.”

Dasaka said Goodness! Beverages is set to launch in Chennai, followed by Mumbai and Pune in the next two quarters.

As well as geographically, the company will be expanding its existing line as well as adding new product categories. Two new flavors of Goodness! Yogurt Smoothie will be launched in couple of months, and trials are in progress for new products including Protein Smoothies and SuperShakes.

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