India’s beverage market is witnessing a shift as consumers increasingly look for products that offer more than taste and refreshment. Health, functionality, ingredient transparency, and convenience are becoming important parts of the purchase decision. Peping, co-founded by Chirag Maheshwari and Pratik, is responding to this shift with a range of functional beverages designed for modern consumers. The company began with a focus on gut-health programmes but later pivoted towards beverages after learning that consumers were more likely to adopt a convenient, ready-to-consume product.
From a Health Programme to Functional Beverages
Chirag had wanted to build something of his own for several years. His earlier experience with the startup Flatheads gave him exposure to entrepreneurship and the demands of building a consumer brand. The idea for Peping emerged during the COVID-19 period, when conversations around health, immunity, nutrition, and gut health became more prominent. The company initially planned to help consumers improve their gut health through structured programmes. However, early consumer interactions revealed that people were more comfortable with a simple and convenient format. “We initially wanted to improve gut health through programmes, but we realised that consumers were more willing to adopt functional beverages.” This insight led Peping to pivot from a programme-led model to a product-led beverage business. The company began developing drinks that could fit naturally into consumers’ daily routines while offering clear functional benefits.
Solving a Real Consumer Problem
For Chirag, product development begins with understanding the consumer problem rather than simply creating another product for a crowded market. Peping’s team focused on questions such as what consumers were currently drinking, what concerns they had about existing beverages, and what would motivate them to make a repeat purchase. “The most important thing is to solve a genuine consumer problem. Repeat customers are the real validation.” This approach influenced decisions across formulation, packaging, communication, and distribution. Instead of relying only on novelty, Peping aims to create beverages that consumers find useful enough to purchase regularly.
The Early Challenges
Building Peping involved challenges across consumer education, product development, and retail distribution. Functional beverages are still an evolving category, which means consumers may need greater clarity about ingredients, benefits, and usage. The company also had to develop products that could deliver on their functional positioning while remaining appealing in terms of taste and convenience. Retailer onboarding was another important challenge, particularly in a market where established beverage brands already have significant distribution and visibility. Peping began with an initial investment of ₹25 lakh from Chirag and his co-founder Pratik. The founders prioritised spending on product development and solving the core consumer problem before pursuing aggressive expansion. The early focus was not simply on placing products in as many outlets as possible. It was on developing a product that consumers would understand, trust, and purchase again.
Transparency as a Brand Principle
A key part of Peping’s brand strategy is clarity around ingredients. The company aims to communicate what goes into its products rather than hiding behind vague health claims or complicated messaging. “Consumers deserve to know what they are drinking.” This transparency is reflected in the product communication, packaging, and the way the brand engages with its audience. Peping also works with creators to communicate its products and give consumers a stronger voice in the brand’s development. The packaging is designed to appeal to a consumer identity that is modern, health-conscious, and open to trying alternatives to conventional soft drinks and sugary beverages.
Building a Distinct Identity
In a competitive beverage market, Peping is working to develop a clear and recognisable identity. According to Chirag, brand building is not only about visual design; it is also about consistency in communication and the values associated with the product. The company’s positioning is built around:
- Functional benefits.
- Ingredient transparency.
- Modern packaging.
- Consumer education.
- Creator-led communication.
- A healthier approach to everyday beverages.
The objective is to create a brand that consumers can identify with, rather than simply another product on a retail shelf.
Aligned Investors and Founder-Led Culture
Peping has also raised external capital from investors who share the founders’ long-term vision. Chirag says the investors have supported the company without pressuring the team to abandon its original principles or change its direction prematurely. “Our investors are aligned with our vision. They have allowed us to maintain the principles and culture with which we started.” For a young consumer brand, this alignment has allowed the founding team to focus on product quality, consumer trust, and sustainable growth instead of chasing short-term changes in strategy.
Expanding Beyond Bengaluru
At present, approximately 80% of Peping’s sales come from Bengaluru, where the brand has built its strongest presence. The remaining 20% comes from metro cities such as Mumbai, Hyderabad, and Chennai. The company plans to expand its distribution across additional Indian cities before exploring international markets. This expansion will require stronger retail partnerships, broader consumer awareness, and a supply chain capable of maintaining quality and availability across locations. Peping’s city-by-city approach allows the company to learn from consumer behaviour and refine its distribution strategy before expanding further.
Leadership Through Ownership
One of Chirag’s most important leadership lessons has been the value of building a trustworthy team. He believes founders cannot manage every part of a growing company themselves. “You need to find people you can trust, give them ownership, and ensure that everyone takes responsibility for their domain.” At Peping, the focus is on creating clear ownership across functions so that team members are accountable for outcomes rather than merely completing assigned tasks. This approach is intended to create a stronger culture and reduce dependence on the founders for every decision. For Chirag, a capable and trustworthy team is one of the most important foundations for long-term growth.
Defining a New Era of Beverages
Chirag’s long-term vision is to help create a new category of modern, functional, and health-focused beverages in India. He believes Indian consumers should have more choices beyond traditional soft drinks and existing mass-market beverage brands. “We want to define a new era of beverages in India.” Peping aims to compete with established names such as Coca-Cola and Pepsi by offering products that combine taste, convenience, functionality, and transparency. The ambition is not only to build a successful beverage company but also to influence how consumers think about everyday drinks. Over time, the company hopes to expand across India and eventually reach global markets. Its larger impact, Chirag believes, will come from helping consumers make more informed beverage choices while demonstrating that health-focused products can also be accessible, enjoyable, and relevant to modern lifestyles. With a clear focus on consumer problems, transparent ingredients, and a trustworthy team, Peping is positioning itself at the intersection of health, convenience, and culture working to build the next generation of Indian beverages.
Interview By: Sejal Thakur
