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Lucknow, India · Est. 2026

Building India's NextGreat Beverage Company

Namak Concept Private Limited is the parent company behind a growing portfolio of bold, distinctly Indian beverage brands — crafted for the tastes, price points, and ambitions of a new India.

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Carbonated BeveragesEnergy DrinksBar & Hospitality SolutionsDrink PremixesFranchise Model Carbonated BeveragesEnergy DrinksBar & Hospitality SolutionsDrink PremixesFranchise Model Carbonated BeveragesEnergy Drinks
₹2L Cr
India Beverage Market by 2030
₹540 Cr
Lahori Zeera FY25 Revenue
40%+
Desi Soda Category Growth
66%
Women-Owned Company
Who We Are

A beverage company
built on conviction

India's beverage landscape is transforming. Consumers are moving away from decades-old imported formulas toward drinks that speak their language — bold Indian flavours, accessible price points, and brands that understand their streets.

Namak Concept Private Limited was founded to ride this wave. Headquartered in Lucknow and 66% women-owned, we are building a house of beverage brands — each designed for specific consumer occasions, distribution channels, and market segments across Tier 2, 3, and 4 India.

Our approach is entrepreneurial, asset-light, and ruthlessly focused on unit economics. Every formulation uses real dried-fruit powder and stevia — no essence, no artificial flavour. Our Himachal dehydration partner sources directly from farmers, creating rural demand and income. We don't burn capital on brand campaigns — we earn every shelf through product quality and retailer trust.

01
Product-Led Growth

We build brands where taste drives repeat purchase, not advertising. Formulations developed in-house with rigorous stability and quality protocols.

02
General Trade First

India's ₹10-20 beverage market is won at the paan shop and kirana counter. Every product, price, and margin is designed for general trade.

03
Franchise-Ready Model

Our brands are engineered for replication. Low-CAPEX factory setups, documented SOPs, and proven unit economics for rapid national expansion.

04
Made in India, For India

Every formulation draws from India's rich culinary heritage. We create categories rooted in Indian taste memory, not Western adaptations.

Our Edge

Why we're hard to copy

Four structural advantages that make Namak Concept a defensible business.

66%
Women-Led Ownership

Suvidha Rastogi (MD, 51%) + Dr. Namita Srivastava (15%) — majority women ownership unlocking policy boosters, government grants, and priority financing under Stand-Up India.

100%
Clean-Label Formulations

Real dried-fruit powder + stevia. No essence, no artificial flavour, no artificial colour. Preservative only for shelf stability. A recipe consumers can trust.

3
Revenue Engines

Mass-market sodas (general trade), energy drinks (same cooler), and B2B HoReCa syrups (18% GST, ITC-bearing). The portfolio mix smooths seasonality.

IP
Registered Trademarks

ABRAAA., NAMAK Theory, Street Killer — registered trademarks + proprietary formulations under NDA and IP assignment. An IP system, not a copyable recipe.

Our Portfolio

Brands we are building

Each brand serves a distinct consumer occasion and market segment.

Flagship Brand
Namak Theory Logo
Namak Theory™
Bold Desi Masala Sodas · Fruit Carbonates · Caffeinated Flavour Drinks

A Gen Z-focused brand of tadkedaar carbonated beverages — crafted from real Indian masalas, fruit inspiration, and bold caffeine kicks. Built for the ₹10-20 impulse purchase moment at paan shops, kirana stores, and street food stalls. Namak Theory is not just a drink — it's a new category.

MarketTier 2/3/4 India
ChannelGeneral Trade
Status● Launching
Visit Brand Site →
Energy Drink
ABRAAA Energy
ABRAAA.™
Caffeinated Energy Drink · Street Culture · Bold Attitude

A high-energy beverage brand born from street culture and built for India's youth. Mojito-flavoured launch SKU. Designed to compete in the same cooler, same shelf, same impulse moment as the mass-market giants — but with a distinctly Indian attitude.

MarketPan-India Youth
ChannelGT + Modern Trade
Status● Launching
Visit Brand Site →
Pipeline

Bar & Hospitality Syrups

Premium mocktail and cocktail syrups for hotels, clubs, lounges — and eventually for home use.

In Development

Drink Premixes

Instant drink mixes for retail and institutional channels. Quick-serve format for India's convenience economy.

Planned

Future Categories

Continuously exploring adjacent categories in the Indian beverage and food space.

Exploring
Innovation · Coming Soon
Desi Mojito — India's first saunf-mint sparkling cooler

A flavour architecture no Indian brand has bottled. Global “mojito” recognition meets 100% Indian taste — the nostalgia of kala namak + saunf in a fizz. Built to be repeat-drunk. Mild saunf, balanced ginger, light sweetness.

Saunf Ginger Lime Mint Kala Namak Soda
R&D In Progress
Business Verticals

Where we play

I
Carbonated Beverages

India's ethnic carbonated soda market is growing 40%+ year-on-year. We are building brands for the ₹10-20 mass-market price point, distributed through general trade nationwide.

II
Energy Drinks

India's energy drink market exceeds ₹7,000 crore and growing. ABRAAA. enters with a mojito-flavoured launch SKU at competitive price points — same cooler, same shelf, same impulse moment as the global giants.

III
Bar & Hospitality

Premium syrups for the hospitality trade — hotels, restaurants, clubs, and lounges. Crafted for professional bartenders and later extended to home consumers.

IV
Premixes & Quick-Serve

Instant drink premixes for retail, institutional, and vending channels. A capital-efficient way to extend our flavour IP into new consumption occasions.

Core Team

Vision-led.
Execution-driven.

Board directors, executive leadership, and specialist advisors powering our growth.

Board of Directors & Leadership
SS
Suvidha Rastogi
Founder & Managing Director

Corporate exports and international merchandising background. Founded Namak Concept to build a portfolio of authentically Indian drink brands. Provides strategic governance, financial oversight, fundraising, and investor relations.

Promoter · Board
AkS
Ashok Srivastava
Director

Board governance, financial oversight, and promoter-group support for strategic decisions and financial management across all entities.

Promoter · Board
AS
Ashish Srivastava
Chief Strategy Officer (CSO)

10+ years in hospitality, food ops, and FMCG. IHM graduate with a Master's in International Hospitality Management. Conceived the brand portfolio, designed pricing strategy, built franchise model, and leads all business operations. Runs an in-house digital agency deployed as a zero-cost growth engine.

C-Suite · Full-time
NS
Dr. Namita Srivastava
Director & Head of R&D

Doctorate in Food Science. Leads formulation development, stability testing, shelf-life validation, and FSSAI compliance. All masala soda formulations, caffeinated drink profiles, and functional beverage R&D pipeline. All IP owned by Namak Concept under NDA and IP assignment.

15% Equity · Board
Operations & Advisory
PT
Prashant Tiwari
Digital Marketing & SEO Lead

Manages entire digital footprint — Google SEO, GMB optimisation, local search rankings, Maps visibility, and online reputation. Drives organic discovery for consumers and franchise partners.

Salaried
DY
Devendra Yadav
Accounts & Compliance

Financial accounting, bookkeeping, GST compliance monitoring, tax planning, MCA annual filings, ROC returns, and statutory audit coordination. Monitors ₹40L GST threshold.

Retainer
TB
Tarun Bajpai
Corporate Legal Counsel

Corporate legal advisory, contract drafting, trademark prosecution (Namak Theory Class 32), IP protection framework, NDA/non-compete enforcement, franchise agreement structuring, and regulatory liaison.

Retainer
Grow With Us

Partner with
Namak Concept

Building our ecosystem of factory partners, distributors, and investors across India.

Franchise Partners

City-wise factory rights with complete brand, marketing, and distribution support. Low-CAPEX entry, proven unit economics.

Learn More →

Distributors

Industry-leading retailer margins. Be the first to bring our brands to your district. Product, collateral, and ongoing support.

Get In Touch →

Investors

Multi-brand, multi-category beverage house with franchise-driven national scale. Institutional and angel investors welcome.

Reach Out →
Get In Touch

Let's talk
business

Registered Office

538K/440, Triveni Nagar 2,
Sitapur Road, Lucknow 226020
Uttar Pradesh, India

DPIIT Startup India
Government Recognition
DPIIT Recognised Startup
under Startup India

Namak Concept Private Limited is officially recognised by the Department for Promotion of Industry and Internal Trade (DPIIT) under the Startup India initiative by the Government of India — validating our innovative business model and scalable growth potential in India's Food & Beverages sector.

Food & Beverages Food Processing Innovation-Driven Scalable Model
Certificate No. DIPP260716 · Issued 11 May 2026 · Valid until April 2036
DPIIT Certificate of Recognition Click to view certificate
DPIIT Certificate