What afaqs! Had to Say
afaqs! profiles how Mogu Mogu, the Thai "nata de coco" drink Sunbeam Ventures brought to India in 2008, built and still leads a category it effectively created. Founder Vikash Singhal explains the brand's bet on taste and novelty justifying a price premium over regular colas, why women aged 18–24 (drawn especially to lychee and the drink's vibrant colours) anchor its consumer base, and why the real competitive threat comes from boba and prebiotic sodas rather than cheaper nata de coco copies like Paper Boat's. The piece closes on quick commerce (now over 20% of revenue), a digital-heavy, TV-free marketing mix, and youth-culture activations like Kala Ghoda and college fests, alongside newly launched candies and iced teas signalling a broader portfolio push in India.
