Klue Drinks is a zero-calorie, zero-sugar, non-carbonated flavored water made with natural ingredients—offering a healthy, tasty alternative to sugary and carbonated beverages.
Startup Description
Klue Drinks is building India’s first non-carbonated, zero-calorie, zero-sugar, naturally flavored water—crafted specifically for the evolving hydration needs of young Indians. In a country where over 70% of the population is chronically dehydrated and health issues from excessive sugar intake are rising, most available options—sugary sodas, artificially sweetened juices, and overpriced imported sparkling waters—fail to offer a truly healthy and affordable solution. We’re solving a grassroots-level problem: plain water lacks appeal, and healthier choices are limited or inaccessible, especially beyond metro cities. Klue Drinks makes water consumption exciting again—with zero guilt and great taste. Our mission is to empower Gen Z and Millennials across Bharat to choose better-for-you beverages that align with their lifestyle, aspirations, and health goals.
Business Model
Klue Drinks operates on a B2B2C model. We manufacture and sell our products to distributors, retail chains, and HoReCa (Hotels, Restaurants, Cafes) partners who reach end consumers. We also target modern trade and D2C through quick-commerce platforms. Our revenue comes from product sales per SKU, with healthy margins due to lean manufacturing and strategic outsourcing. As we scale, we aim to build recurring demand through brand loyalty, regional distribution networks, and partnerships. Future growth will include launching new functional variants and expanding to Tier 2–3 cities under the Bharat-first approach.
Customers
based in
India
Business
Modal Type
Marketplace
Type of
Sales
B2B2C, B2B
Competitors
Major Competitors of Klue Drinks are:
Zenzi – Sparkling water with natural fruit flavors targeting urban health-conscious consumers.
Paper Boat Zero – Offers zero-calorie sparkling beverages with nostalgic flavors.
Polka Pop – Sparkling water brand known for fruit-infused fizzy drinks.
Ocean Beverages – Though non-carbonated, it contains high sugar and intense flavors, placing it closer to fruit drinks.
Teams
Rajat Keshri
Founder & Director
Dhiraj Kumar
Co-founder & ASM
Pragya Agrawal
Brand Strategist
Tell us a bit about how founding team knows
each other.
The founding team shares a long-standing professional and personal bond, having worked together on previous projects and sharing a common passion for solving real-world problems through innovative, health-focused solutions.
Why did you decide to start this
company?
Struggling with depression, I gave up sugary drinks and craved a healthy, tasty option. Plain water felt boring—so I created Klue Drinks: zero-sugar, zero-calorie, naturally flavored water.
Are all the founders full-time on this
project?
Yes
Looking for an
opportunity to invest in companies
like Klue Drinks?
