Sharan and Nishant Kriplani: Crafting Unique Beverages and Mixers with Sober & Co

In the midst of the lockdown, two brothers from Kolkata, Sharan and Nishant Kriplani, embarked on a quest to discover the perfect drink. Their journey led them to the creation of Sober & Co, a brand of ready-to-drink beverages and mixers. While the name may appear ironic for a beverage that can also serve as a mixer, their innovative approach has captivated the market.

The Quest for the Perfect Drink:

During the lockdown, Sharan and Nishant Kriplani explored a variety of beverages and cocktails available in the market. However, none of them quite matched their vision of an “exciting drink with unique flavours.” Fuelled by their dissatisfaction, they began experimenting with homemade drinks, quickly realizing that this process was both messy and time-consuming.

A Year of Research and Development:

Undeterred by the initial challenges, the brothers persisted in their pursuit of the perfect brew. Their commitment to crafting exceptional beverages led to nearly a year of intensive research and development. Their experiences studying abroad provided them with a fresh perspective on what the Indian market was missing.

Identifying a Gap in the Market:

Sharan and Nishant discovered a significant gap in the market—there was a lack of carbonated ready-to-drink beverages and cocktail mixers that were truly unique and exciting. The existing options in India offered generic flavours that failed to excite the palate. This realization presented an opportunity to introduce a range of new and distinct flavours.

From Mixers to Ready-to-Drink Beverages:

Initially, the brothers conceived the idea of creating cocktail mixers, which are non-alcoholic beverages used to enhance cocktails or long drinks. With the guidance of Mr. Devi Singh, the India winner of the World Class 2019 bartender competition, they curated six cocktail mixers featuring non-synthetic flavors.

However, they soon realized that limiting their product to mixers would cater only to a niche audience of cocktail enthusiasts. To broaden their market appeal, they transformed their vision into a ready-to-drink beverage that could also double as a cocktail mixer, thereby encompassing both mocktail and cocktail consumers.

Introducing Sober & Co:

In February 2022, as the lockdown subsided, the Kriplani brothers launched Sober & Co, a beverage company that offers premium, handcrafted ready-to-drink beverages and mixers. Their product line-up includes Australian Sour, Caribbean Punch, Spanish Margarita, Mexican Mama, Cuban Spritzer, and Goan Mule—each boasting unique and captivating flavours.

These drinks, priced at Rs 594 for a pack of six 100-ml bottles, cater to a wide range of tastes, including tangy, pungent, sweet, sour, and spicy. Sober & Co’s beverages distinguish themselves by being low-calorie and free of synthetic flavours and preservatives, prioritizing freshness and health.

The Meaning behind the Name ‘Sober’:

The name ‘Sober & Co’ may raise eyebrows in the context of beverages, but it conveys an essential message. While many cocktail mixers in the market are designed for alcoholic drinks, Sharan and Nishant wanted their brand to be inclusive of non-drinkers. The name ‘Sober’ sends a clear signal that their products are alcohol-free and suitable for everyone.

Production and Quality:

Sober & Co operates a production facility in Kolkata, where they produce 1,000 to 1,500 bottles daily. While the scale may not match industry giants, it allows for meticulous attention to quality. The drinks are handcrafted by a small team of three employees, ensuring that the end product meets their stringent quality standards. With an 18-month shelf life from the date of manufacture, their beverages maintain freshness and flavour.

Seizing Market Opportunities:

The Indian alcoholic beverage market is experiencing rapid growth, estimated at $52.5 billion in 2020, with a projected CAGR of 6.8% between 2020 and 2023. Sober & Co is well-positioned to capitalize on this burgeoning market. By focusing on handcrafted, fresh, and flavourful beverages, they offer a compelling alternative to traditional options like Pepsi and Coke.

Growth and Expansion:

Currently, Sober & Co generates an average monthly revenue of Rs 5.5 lakh to Rs 6 lakh. Their projections indicate an increase to Rs 7 lakh to Rs 8 lakh monthly in the coming quarter. As production scales up and the brand expands into new markets, they aim to reach Rs 15 lakh per month by April/June 2023.

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 Nationwide Presence:

Sober & Co’s products are available in Kolkata, Mumbai, Kerala, Bangalore, Hyderabad, Gurgaon, and Siliguri. They have established a presence in various retail outlets, including Nature’s Basket, Spencers, Fresh Aisle, and The Gourmet Outlet. Their beverages are also sold online through Amazon and are featured in hotels, restaurants, and cafés.

Nishant Kriplani, along with his brother Sharan, has embarked on a journey to redefine the beverage market in India. Their commitment to crafting unique, handcrafted beverages and mixers under the brand Sober & Co is not only meeting consumer demand but also setting new standards for freshness, flavours, and inclusivity. As they continue to expand their reach and production capacity, Nishant’s vision for Sober & Co promises a refreshing and exciting future in the world of beverages.