Polka Pop

Polka Pop is India’s first homegrown, naturally flavored sparkling water brand, offering a healthy and refreshing alternative to traditional sugary sodas and diet drinks. Polka Pop operates under Duhkaar Food & Beverages and has quickly emerged as a disruptor in the Indian beverage industry. The company’s core markets include major Indian metros, with a robust presence across quick commerce platforms such as Swiggy, Zepto and Blinkit and direct-to-consumer sales through its own website.

Products and Services

• Naturally Flavored Sparkling Water: India’s first homegrown sparkling water brand, available in flavors like Lemon-Lime, Orange, Peach, Cranberry and Ginger. All drinks are made with 100% natural flavors, zero sugar, zero sweeteners, zero calories and no preservatives-safe for diabetics and health-conscious consumers.

• Keto & Diet Friendly: Suitable for keto, vegan and diet-conscious lifestyles, making it an ideal guilt-free alternative to traditional sodas and sugary drinks.

• Versatile Use: Can be enjoyed on its own, as a refreshing hydration option, with meals or used as a mixer in cocktails and mocktails.

• Convenient Ordering: Available for direct purchase via the Polka Pop website, quick commerce platforms (Swiggy, Zepto, Blinkit) and retail stores. Subscription options are also offered for regular delivery.

• Eco-Conscious Brand: Committed to clean-label ingredients and working towards becoming a plastic-negative company.

Polka Pop delivers fizzy, flavorful and healthy hydration-perfect for any occasion, without the guilt of sugar or artificial additives.

Business Model & Revenue Streams

Polka Pop’s business model is centered around direct sales of its sparkling water products through multiple channels:

• Direct-to-Consumer (D2C) Sales: Customers can order directly from Polka Pop’s website and receive home delivery, benefiting from subscription models for regular purchases.

• Quick Commerce Platforms: The brand is listed on major q-commerce platforms like Swiggy, Zepto and Blinkit, ensuring rapid delivery and wide accessibility.

• Retail & Distribution: Polka Pop partners with distributors, retailers, hotels, bars, restaurants and office spaces to expand its offline footprint and reach new customer segments.

• Business Partnerships: The company offers attractive distributor and retailer margins, promotional support and exclusive territories, supporting rapid growth and market penetration.

Customer Segmentation

• B2C: Health-conscious individuals, millennials, Gen Z and diabetics seeking guilt-free, flavorful hydration.

• B2B: Distributors, retailers, hospitality chains, bars, restaurants and corporate offices seeking premium, healthy beverage options for their customers and employees.

Growth Strategy

• Market Expansion: Rapidly scaling operations across major Indian cities, with plans to establish a pan-India retail footprint and increase monthly sales targets.

• Product Innovation: Introducing 5-6 new flavors each year and developing new pack sizes to cater to evolving consumer tastes.

• Brand Awareness: Investing in digital marketing, influencer partnerships and experiential campaigns to build a strong, health-focused brand identity.

• Sustainability Initiatives: Committed to becoming a plastic-negative company and adopting eco-friendly packaging solutions.

• Q-Commerce First Approach: Leveraging the speed and convenience of quick commerce to drive trial and repeat purchases, differentiating from traditional beverage brands.