The Fizzy Rise of Bindu Jeera Soda: A Tale of Sathya Shankar’s Entrepreneurial Success

May 29, 2023

Last updated on December 27, 2023

In the vibrant metropolis of Chennai, a resolute visionary by the name of Sathya Shankar embarked on a remarkable quest that would transform the landscape of the Indian beverage industry. Today, we pay homage to the individual behind the iconic “Bindu Jeera Soda” and delve into the captivating narrative of how he propelled his business to unprecedented heights.

Sathya Shankar: Inspired by Dhirubhai Ambani

Hailing from the agrarian family of Bellare village near Puttur, Shankar was deeply influenced by the entrepreneurial prowess of Dhirubhai Ambani. Driven by an unwavering determination to achieve greatness and establish his own enterprise, he began his journey as an auto-rickshaw driver through the assistance of a self-employment scheme provided by the Central government. Within a mere year, he managed to pay off his auto loan and transitioned from an auto rickshaw to an ambassador car. His unwavering dedication allowed him to outgrow the taxi business, leading him to sell the car in 1987. Subsequently, he ventured into the automobile garage industry and later established a tire dealership.

During this period, he discerned a business opportunity in the realm of used vehicle finance. With an increasing number of drivers seeking financial assistance for purchasing pre-owned vehicles, conventional banks viewed this sector as fraught with risk. Sensing the potential, Shankar founded an automobile finance company named Praveen Capital in 1994. In a matter of years, the company expanded to encompass nine branches throughout the state of Karnataka. During this time, his wife Ranjitha Shankar also joined the business to help him.

Having achieved success in the realm of automobile finance, Sathya aspired to make a significant foray into the FMCG (Fast-Moving Consumer Goods) sector. Fortuitously, he discovered inspiration and a cost-effective solution within his own familial domain. He decided to package drinking water sourced from his father’s expansive 50-acre farmland. Thus, in the year 2000, the business commenced under the brand name Bindu. Despite initial triumphs, a more significant breakthrough awaited Sathya.

Bindu Jeera Soda: The Brand Takes Shape

The pivotal moment arrived with the conception of Bindu Jeera Soda, an unconventional carbonated beverage born out of his visit to North India in 2002. Harnessing the flavors of jeera (cumin seed), he introduced Bindu Jeera Masala to the market, laying the foundation for a burgeoning beverage empire.

However, the journey was not without its fair share of challenges. In the nascent stages, Sathya encountered numerous obstacles, including a lack of market awareness and fierce competition from established cola manufacturers. Critics and even his sales partners advised him to produce a product akin to cola or orange beverages, urging him to abandon the jeera-infused drink.

But, as the adage goes, when the going gets tough, the tough get going. Launching the product without a designated marketing budget, Sathya relied on word-of-mouth publicity and adopted a strategy of offering complimentary drinks to curious customers. Through his unwavering determination and innovative marketing approaches, the first-generation entrepreneur triumphed over these hurdles, carving a distinctive niche for Bindu Jeera Soda in the Indian beverage market.

A critical contributing factor to the success of Bindu Jeera was Sathya’s profound understanding of the Indian palate. Recognizing that Indians held a penchant for traditional flavors, he capitalized on this insight by blending the distinctive essence of jeera (cumin) and masala (spices) into a sparkling soda. This refreshing concoction resonated deeply with consumers, swiftly propelling Bindu Jeera to become a household name.

As the demand for Bindu Fizz Jeera escalated, so did the imperative for expansion. Sathya invested in establishing a cutting-edge manufacturing facility in Chennai. This strategic move not only augmented production capacity but also ensured stringent adherence to quality standards, guaranteeing that every bottle of Bindu Jeera delivered nothing short of perfection.

From its humble beginnings with a capital of a mere INR 35 Lakhs in 2001, SG Corporates witnessed a remarkable surge in turnover, reaching INR 6 Crores by 2006. In 2010, the company achieved another significant milestone, crossing the INR 100 crores revenue mark. 2015 marked a momentous turning point for Bindu Jeera as the company ventured into international markets, exporting its products to countries such as the UAE, Singapore, and Malaysia.

Consequently, Bindu Jeera’s global footprint began to take shape, extending its reach to over 15 countries. Furthermore, the company expanded its manufacturing operations, with two facilities in Chennai, Tamil Nadu, and Hyderabad, Telangana, while plans for a third facility in Bengaluru, Karnataka, were underway. Today, the brand stands at an annual turnover of INR 500 crore. Bindu Jeera company is now housed under Megha Fruit Processing Pvt Ltd which is a art of SG Corporates.

Sathya’s relentless pursuit of excellence did not go unnoticed. In 2018, Bindu Jeera owner received the distinguished “Emerging Entrepreneur of the Year” award from the Times of India, an accolade that stood as a testament to his unwavering diligence, dedication, and indomitable spirit, which propelled Bindu Jeera to the pinnacle of success.

However, what truly sets Sathya Shankar apart is his unwavering commitment to giving back to society. He firmly believes that the triumph of Bindu Jeera Soda is not solely his own accomplishment but also a result of the countless individuals who have supported him throughout his journey. To express his gratitude, Sathya has initiated several corporate social responsibility (CSR) endeavors, including providing clean drinking water to schools and supporting the education of underprivileged children.

Now, you may be pondering the secret behind Bindu Jeera’s meteoric rise. Well, it comprises a multitude of factors. Sathya’s astute business acumen, innovative marketing strategies, and unwavering commitment to quality have all played pivotal roles in the brand’s success. However, at the core lies a fundamental truth—an innate comprehension of the Indian consumer and an unwavering focus on delivering a product that strikes a chord with their taste buds.

As we raise our glasses to celebrate the triumph of Bindu Jeera and the man who spearheaded its creation, let us not forget the invaluable lessons that Sathya Shankar’s journey imparts. His story stands as a shining example of how perseverance, innovation, and an astute understanding of one’s target audience can pave the way for entrepreneurial success.

Therefore, the next time you find yourself relishing a refreshing bottle of Bindu Jeera Masala Soda, take a moment to appreciate the incredible voyage that has brought this effervescent delight to your lips. And who knows, perhaps you will be inspired to embark on your own entrepreneurial odyssey. After all, as Sathya Shankar has demonstrated, the sky’s the limit when you possess a potent blend of passion, determination, and a sprinkle of jeera masala magic.

Bindu Jeera Soda FAQs

Who is Bindu Jeera owner?

Bindu Jeera owner is Mr. Sathya Shankar, a first-generation entrepreneur from Chennai. The brand is housed under Megha Fruit Processing Pvt Ltd which is part of a bigger group of SG Corporates.

When was Bindu Jeera drink launched?

The famed Bindu Jeera drink was introduced in 2002, following a series of entrepreneurial successes.

What is the turnover of Bindu Jeera company?

Megha Fruit Processing – holding company of Bindu Jeera Soda brand – registered annual turnover of nearly INR 500 crore in FY 2022.