EP33 [P1]: Crafting premium beverages w/Sober & Co's Sharan Kripalani Vyapaar

In this episode, I invited Sharan Kripalani - founder of Sober & Co, a ready to drink premium handcrafted lifestyle beverage company.

They use exotic ingredients to curate innovative flavors, and looking at their aesthetic bottles will make you want to partyyyy! Staying sober, would be a challenge ;)

I had a lot of fun talking to Sharan about how things work in the FMCG beverage market and learnt a ton of stuff in this conversation. We covered a range of topics like:



(00:00): Introduction

(04:16): Sober & Co – a brief insight into this exciting beverage brand

(08:15): The FMCG beverage market – is it ripe for disruption?

(11:21): How did Sharan’s entrepreneurial journey start?

(14:30): Talking about the initial days @ Sober & Co

(17:27): TIMELINE – converting an idea into a product on the shelf

(25:26): THE ELEVATOR PITCH FOR SOBER & CO

(28:50): Sugar, sugar, sugar – why it is important to create a zero sugar beverage brand

(33:31): Talking about customer traction and product adoption

(36:31): WHAT’S THE BEST SELLING FLAVOR?

(40:12): What is the best performing geographical location in India for their beverages? [I thought it was going to be Delhi!]

(44:04): Who is the typical customer and which distribution channel is working really well?

(47:01): THE PIPELINE – new flavor launches and exploring new geographies



What are you waiting for? Order your first bottle from Sober & Co's website. You can also find them on Amazon or Bigbasket.