HAPPY: Beverage product leading the North Eastern Market by becoming every household’s favourite drink

As a developing country with people having employment, the lifestyle of an average Indian has improved.

Consumers play a pivotal role in any market or industry. In order to reach out the target market – one needs to stay abreast with the changing trends in consumer preferences. In the Indian context, the consumer pattern has undergone a radical transformation. As a developing country with people having employment, the lifestyle of an average Indian has improved.

The beverages category contributes over 8 to 10 percent of the total food & grocery (F&G) market in India. With the entry of varied beverage players over the past few decades, the market has evolved and has made way for many new products, which have found an instant connection with Indian consumers. One of the reasons we can accrue this is the personal disposable income going up for Indians. With population growth and improved standard of living, the food industry in India holds immense profits. According to a recent report released by ResearchAndMarkets.com, the growth of the non-alcoholic beverage market in India can be attributed to rising awareness about healthy lifestyle and wellness, rising disposable income and an increasing number of people consuming soft drinks and juices with their meals.

The beverage industry in India occupies USD 230 million market in the USD 65 billion food processing industry in India. Coca cola, Pepsi, and Nestle are the leading beverage brands that have been ruling the Indian beverage market for the past few decades. Despite the presence of these dominant names, the Indian market is also the home to several unbranded beverage products and each one has a share in the market and adds to the overall GDP of the country.

One such beverage that has taken the North East market of India by a storm is HAPPY. With the vision of making every consumer feel energetic and rejuvenating them with every sip – HAPPY set out to serve the people with a ‘Litchi’ drink. With its inception in 2015, HAPPY managed to reach over half a million customers in the first year itself. On an average more than 5 million consumers every year are consuming this product. While the pandemic caused many companies to pull their shutter down, HAPPY managed to reach more than 3 million consumers. With an increased production capacity, people in the North East have started engaging with the HAPPY brand.

With such prodigious success in one sector, HAPPY is set to serve other markets in Uttar Pradesh, Bihar, Orissa and West Bengal. Owing to the increased demand, HAPPY set up another production unit in Kolkata after Guwahati. Happy has also developed two other lip smacking pulp based ready to serve beverages- ‘nimbu pani’ and ‘mango drink’ to make the HAPPY customers even happier.

Sustainability coupled with local produce has allowed HAPPY to set its foot in East India. By serving the classic beverages with unmatchable quality, this brand has become a popular name in a short span of time. “We wish to keep on adding products in our basket and maintain the quality of the same so that we can popularize our product from unbranded to branded one”, concludes Amit Kr Chirawala, Founder of HAPPY.

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