After years in the corporate world with brands like Samsung, Motorola and Flipkart, Priyank Jain chose to build something of his own: CHINI KUM – Guilt Free Drinks, a zero-sugar beverage brand designed for a market increasingly aware of diabetes, obesity, and the need for healthier everyday choices.
From corporate experience to a consumer brand
Priyank says his desire to start a venture was always there, but the turning point came from combining corporate learnings with a real consumer problem. His years in branding, marketing, and consumer insight roles gave him a clear understanding of how people make purchase decisions. He noticed a major gap in India’s beverage market: products were either indulgent or using artificial sweeteners d, but few were genuinely transparent about ingredients, calories, and sugar content. That gap became the foundation for CHINI KUM.
Why the name CHINI KUM?
The name CHINI KUM is simple, familiar, and loaded with meaning. It immediately connects with Indian households while also highlighting the brand’s core idea: rethinking sugar in everyday beverages. Priyank wanted a name that can be easily understandable to a child to adult to an elder alike, felt memorable and directly communicated the product’s purpose. CHINI KUM is built as an ingredient-first, guilt-free beverage brand, and the name reinforces that identity.
A health problem, not just a beverage problem
CHINI KUM Drinks was born in response to personal challenges of not finding a healthier beverage alternative & larger public health shift that was happening. Priyank saw rising concerns around diabetes and obesity from children to adults to elders alike and beverages being the biggest carrier of sugar. So, he wanted to create a beverage that people could enjoy without compromising on health & guilt . The idea was not to compromise on taste, but to build something better from the start. That meant investing heavily in product development and working through early manufacturing challenges to create a drink that is healthy, premium and accessible.
Building with transparency
One of CHINI KUM’s biggest differentiators is transparency. The brand puts ingredients on the front of the pack and clearly shares nutritional information, so customers know exactly what they are drinking. Priyank believes trust comes from honesty. In a category where consumers are increasingly label-conscious, he sees clarity as a competitive advantage. The brand’s focus on openness is meant to help people make informed choices rather than rely on marketing claims.
Starting lean, scaling carefully
CHINI KUM’s early journey required disciplined capital allocation. Priyank invested significantly in the beginning and later raised ₹1 crore, with most of the money going into product development and prototyping. Packaging decisions, such as using pet bottles instead of cans, were driven by practicality and affordability. The team had to manage increasing minimum order quantities while still keeping the product accessible for consumers. That lean execution mindset remains central to the brand.
Digital-first growth
Priyank’s corporate background in Ecommerce & Smartphone Industry shaped CHINI KUM’s early growth strategy. He understood the importance of online visibility, especially for a startup competing in a crowded category. CHINI KUM is now available across 19 cities through platforms like InstaMart and in metros on Flipkart Minutes. This digital-first distribution strategy has helped the brand build reach while keeping execution efficient. For Priyank, startups need to think big but operate with precision. He describes it as thinking at the scale of the universe while executing at the scale of an atom.
The future of zero-sugar beverages
Priyank believes demand for zero-sugar and low-sugar beverages will continue to grow as consumers become more health-conscious. He sees CHINI KUM as part of that shift, offering products that don’t force people to choose between taste and health. The brand’s ambition is broader than one product category. CHINI KUM wants to become a trusted name across healthier beverage options, starting with carbonated beverages and expanding from there.
Corporate lessons that mattered most
One of Priyank’s strongest learnings from the corporate world was how to understand consumers deeply and use digital channels effectively. But the biggest unlearning was around scale and spending. In startups, every rupee matters. Priyank emphasizes the importance of making the fewest possible mistakes, protecting capital, and staying focused on what the consumer actually wants. That discipline, combined with brand-building experience, has shaped CHINI KUM’s approach from day one.
A long-term vision for healthier choices
Priyank’s long-term vision for CHINI KUM Drinks is simple: create healthier alternatives without sacrificing taste or affordability. He wants the brand to remain focused as it grows, continuing to offer products that people can enjoy daily without guilt. For him, the opportunity is not only commercial but cultural. As India becomes more health-aware, brands like CHINI KUM can help shift everyday consumption habits in a meaningful way.
Interview By : Sejal Thakur
