Introduction
Swizzle was born out of a simple, personal frustration. Vrinda Singhal, Founder of Swizzle, loved hosting house parties but found that making good cocktails and mocktails at home was always messy and complicated. Buying too many ingredients, not getting the taste right, and the overall effort involved made it inconvenient.
To solve this, Swizzle started with cocktail mixers and kits that made it easy and fun to create drinks at home. Over time, the team noticed that consumers were increasingly looking for healthier, beverage options and so the brand expanded into clean, premium mocktails.
The company’s growth, as Vrinda Singhal describes it, happened organically. By paying attention to what customers wanted, Swizzle kept evolving its product range step by step.
Real Ingredients and Real Taste
From day one, Swizzle set a clear rule that if an ingredient cannot be pronounced, it probably should not be in the drink. The brand uses real fruits, natural herbs and clean sweeteners. Artificial colours and synthetic flavours are completely avoided. The goal was to create beverages they would feel comfortable serving to their own families. Vrinda Singhal says, “Real ingredients, real taste and complete transparency at the back of the label is the idea.
Is Clean Drinking Always Expensive?
There is a common perception that clean food and beverages are unaffordable. Vrinda Singhal agrees that this perception exists and admits that it is partly true. Natural ingredients do cost more than artificial alternatives.
However, Swizzle does not believe that “clean” should automatically mean “luxury only.” The company works on pricing carefully to remain accessible. It has introduced smaller pack sizes and improved distribution to help bring costs down.
The Impact of IdeaBaaz on Swizzle
Participating in IdeaBaaz turned out to be a significant learning experience for the company. Running a startup often means getting deeply involved in daily operations, leaving little time to step back and critically evaluate the bigger picture.
IdeaBaaz pushed the team to refine their pitch, clarify their vision and defend their business model in front of tough questions. This process helped them brand grow.
Beyond the learning, the platform provided national visibility, mentorship and valuable connections. It also gave Swizzle credibility at a larger level, which played an important role in opening new doors.
Funding and Future Growth Plans
Swizzle has secured commitments of around INR 2.5 crore from a group of angel investors who understand the consumer and beverage space. The founder emphasises that beyond capital, the strategic guidance and network of investors have been crucial. Their support has helped the team move faster and avoid costly mistakes.
More Than Just a “Cool Looking Drink”
One thing Vrinda Singhal wishes consumers understood better is the effort that goes into each beverage. Behind every product lies careful formulation, sourcing, taste trials and packaging decisions. Clean labels may look simple, but making something natural taste consistently good is far more challenging than it appears. Swizzle does not see itself as just another beverage brand. The larger goal is to build a healthier drinking culture in small, everyday ways.
Advice for Young Startup Founders in India
Vrinda Singhal’s advice to founders is to start before you feel ready. Waiting for everything to be perfect may mean never starting at all. “Focus on solving a real problem instead of chasing trends and speak to customers regularly because their feedback is the most valuable,” she says.
Interview by : Khevna Reddy
