The post-pandemic world has seen a great shift in consumer focus and consumption. Niche beverage brands are now creating a large indent into the market. Consumers are looking for taste, health and innovation when they make a brand choice. Poised to grow at 20-25% in the next few years, the Indian beverage industry is booming, where consumers are looking at new options. It is also fuelled by technology and logistics that have allowed these brands to flex their muscles, grow into hyperlocal markets, and focus on pan-India expansion.