Ginger Rage, a D2C probiotic drink start-up, puts all the “good bacteria” to work


One thing Covid has changed for consumers today, especially the younger generation, is making them aware and ever more aware of their health and inclined towards a healthy lifestyle. In addition to naturally occurring, balanced and nutritious foods, a growing number of consumers are looking for drinks that do more than quench their thirst, resulting in a high demand for functional drinks to meet their needs. And this growing trend of healthier and better drinks has created this new opportunity for brands or start-ups to develop products that nourish, refresh and hydrate. Ginger Rage is one of those start-ups that strive to deliver perfection in a cold, sparkling and flavorful bottle. The D2C brand strongly believes in the importance of gut health and its impact on the human body.

According to GlobeNewswire, the global probiotic drink market is expected to reach US $ 23.9 billion in 2028, with a CAGR of 6.3%.

The increase in the geriatric population and the increasing prevalence of disorders related to intestinal health, as well as various cardiovascular and chronic diseases, diabetes, etc., have positively impacted the sales of probiotic drinks.

Pranay Mehra, Founder, Ginger Rage, states that “Probiotic drinks are among the functional drinks, which can help improve the health of the gut by maintaining the balance of the gut. Foods and drinks rich in probiotics have been on the Indian market since then. long, but due to a lack of awareness and knowledge, these products have never been in the limelight. Consumption has increased over the years as companies have started to use social media platforms to promote the health benefits of probiotics and the importance of gut health.

Pranay Mehra is a hotel management student at the Indian School of Hospitality, a budding entrepreneur and the founder of Ginger Rage. He launched this D2C brand in 2020.

What is on offer?

Today, many beverage companies are expanding their product portfolio to add a line of functional beverages, which includes probiotic beverages. These functional food and drink options are a trending food habit around the world. While the market share in the category is mostly taken by developed markets, developing countries like India are not far either, with most Indian households now keeping these immunity boosting drinks at their disposal. The dairy-based probiotic drinks segment is the leading segment of the probiotics market, followed by the fruit-based probiotic drinks segment.

Probiotics are found in commonly used fermented foods such as yogurt, soy sauce, pickles, kefir, sourdough bread, kombucha, sauerkraut, kimchi, miso, and several types of cheese. These drinks are also fortified with nutrients such as calcium, vitamin D and protein.

“Our product line at Ginger Rage includes Ginger Rage probiotic, a low-calorie, gut-friendly, immunity-boosting cocktail mixer; Kombucha by Ginger Rage is made with our homemade scoby, Elixir of Life. These are sold on our online store, available on Instagram @ gingerrage.in and all of our orders come from different social media platforms and word of mouth. We rely heavily on social media platforms to reach our target consumers and raise awareness of our brand, as well as the importance of gut health, ”says Pranay Mehra.

In addition, the start-up ensures that it reaches and connects directly with its customer base and that it works and operates more transparently. The D2C business model was therefore the way forward for Pranay Mehra.

“D2C is currently expanding in India, as young entrepreneurs, small and medium-sized businesses prefer this model because it is more convenient for young brands to reach consumers directly and also helps to build relationships. We use it to build our brand, create brand awareness and clientele before we expand and enter the local market, ”says Pranay Mehra.

The subtleties of the back-end

Even though brands in the segment are eagerly entering the probiotic category with a distinct line of probiotic drinks added to their portfolios when developing new probiotic drinks, one of the issues that companies primarily face is finding a substantial strain capable to withstand their manufacturing process. Bacillus subtilis is often a compatible solution because the tough outer shell of the microorganism allows it to withstand harsh treatment and is compatible with drinks ranging from juices to other types of milk. Bacillus subtilis is a probiotic that promotes the growth of good bacteria in the gut, providing the additional health benefits that today’s consumers seek in functional drinks. Ginger Rage sources its supplies directly from farmers in the Punjab and manufactures its range of products in its factory in Ludhiana where all drinks are fermented naturally.

The path to follow

Over time, the definition of innovation evolves and as it was only about revamping packaging and tactical marketing campaigns when ready-to-drink brands talked about innovation, the focus shifted. now moved to the redesign of the drink itself. In fact, according to market research, millennials consumers are even willing to spend more money on receiving these higher quality nutritional refreshments.

“Ginger Rage aims to become a leader in soft drinks field in India, our daily operations are limited to Ludhiana, Punjab from now on and we plan to expand our operations by entering Delhi-NCR market. We also plan to work with bartenders and beverage companies to build professional relationships and build brand awareness. In terms of product assortment, we already have a wide range of products, so we do not intend to expand it at this time. In addition, we plan to launch our website by the end of September, ”concludes Pranay Mehra.


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