Category: MAM

MUMBAI: India’s beloved Goli Soda, a drink once pushed to extinction’s edge by multinational beverage behemoths, is enjoying a sparkling resurrection on the global stage. Rebranded as “Goli Pop Soda” and backed by the Agricultural and Processed Food Products Export Development Authority (APEDA), this fizzy blast from the past is bubbling up in international markets with unexpected vigour.

The humble drink—whose name derives from the glass marble that seals the bottle and creates its signature pop—has already fizzed its way into shopping trolleys across America, Britain, continental Europe and the Gulf states. A strategic coupling with Fair Exports India has secured prominent shelf space in Lulu Hypermarket, the Gulf’s retail colossus, where thousands of bottles now tempt shoppers seeking exotic refreshment.

In Britain, where colonial nostalgia meets multicultural curiosity, Goli Pop Soda has become something of a cultural phenomenon. The beverage has struck a chord with consumers thirsty for authenticity—or at least the appearance of it—in an age of manufactured experiences.

What distinguishes this carbonated comeback kid from lesser soft drinks is its ingenious packaging, featuring a pop opener that delivers the satisfying release of pressure that generations of Indian drinkers recall with misty-eyed fondness. This marriage of tradition and modern marketing has transformed a humble street drink into an international conversation piece.

The official global launch on 4 February  was celebrated with appropriate pomp and circumstance, as officials from APEDA joined forces with leading agri and processed food exporter ABNN for a flag-off ceremony that verged on the theatrical. The gathering served as a fizzy reminder of India’s determination to bottle and export its cultural heritage alongside its agricultural products.

Further cementing its international credentials, Goli Pop Soda made a splash at London’s International Food & Drink Event from 17-19 March, where it stood shoulder-to-shoulder with global brands despite its relatively modest origins. The exhibition served as a platform for Indian entrepreneurs to court international buyers, many of whom were experiencing the distinctive pop and fizz for the first time.

As multinational beverage companies watch, this plucky Indian upstart is demonstrating that homegrown flavours can indeed compete with international heavyweights. In the increasingly crowded global beverage market, Goli Pop Soda has found its niche by offering something these giants cannot—authentic nostalgia from the subcontinent, bottled for export.

For APEDA, the success represents more than just sales figures; it’s a carbonated case study in how traditional Indian products can be repackaged for global consumption without losing their essential character. Whether this effervescent experiment will maintain its fizz in international markets remains to be seen, but for now, the world appears to be raising a Goli to India’s beverage heritage.