From Puttur to Pan-India: House of Bindu brings Fizz, Festive Cheer & Music Together this Season

If you’ve grown up in Karnataka, chances are you’ve sipped on a chilled bottle of Bindu Fizz Jeera Masala after a heavy meal, or seen it stacked proudly in the corner store. What started as a humble dream in 2000 is also a story of resilience, community, and identity in Indian beverage culture. At a time when global soda brands dominated shelves, Bindu stood out by offering South India a flavour it could call its own. It wasn’t just a drink; it was a brand that created livelihoods, empowered women, and became woven into everyday celebrations. This mix of taste, tradition, and impact is what makes Bindu more than just a drink, making it a part of India’s evolving beverage story.

One of South India’s most loved refreshment brands is now ready to fizz up celebrations across the country. The story of House of Bindu traces back to its founder, Mr. Sathya Shankar, who once drove an auto rickshaw before building SG Corporates into a powerhouse that now touches revenues of over Rs. 800 crore. His vision was simple yet ambitious: create beverages rooted in Indian taste while giving back to the community. By the year 2000, he had set up his first plant in Puttur, Karnataka, and launched Bindu Mineral Water. Soon after, Bindu’s Jeera Masala Fizz took off as one of the first ethnic-flavoured carbonated drinks at a time when international sodas dominated the shelves. It didn’t just quench thirst; it created jobs, empowered women, and gave South India a beverage that felt like its own.

Carrying this vision forward is Megha Shankar, Director – Marketing and Strategy, SG Corporates, said, “We are one of the first brands to introduce ethnic flavours where there are far too many foreign flavours. Starting with Bindu Fizz Jeera Masala, we have now built a portfolio that includes fruit-based drinks and beverages with authentic Indian flavours. Our focus today is bridging tradition with innovation to make the brand relevant for Gen Z and millennial consumers.”

After cementing its place in Karnataka, Andhra Pradesh, and Telangana, House of Bindu is now gearing up for a pan-India rollout. Over the next few months, the brand will expand its presence into Uttar Pradesh, Bihar, West Bengal, Maharashtra, Gujarat, Rajasthan, Punjab, and Delhi-NCR, supported by 20+ warehouses, 1,500+ distributors, and a retail presence in over 5 lakh outlets. The expansion is supported by manufacturing units in Sangareddy (Telangana) and a state-of-the-art plant in Visakhapatnam, ensuring a robust supply chain that can match growing demand across the country.

And now the brand is celebrating with the community! The Bindu contest combines music and refreshment, offering 3 months of JioSaavn Premium with every 300ml bottle purchase and a chance to win rewards. It's creating festive excitement through outdoor and cinema branding in Karnataka and Andhra.

As Megha points out, this is more than just business: “We are now set to expand nationwide, introducing our much-loved Bindu Fizz Jeera Masala to a wider audience while staying true to our roots.”

At the heart of this, the film captures the journey of Bindu from its humble roots to becoming a household favourite and now, a brand eyeing the national stage.

From 15 employees at the start to 2,500 direct and nearly 8,000 indirect employees today, SG Corporates has built more than just a brand. It has built livelihoods, with a special emphasis on providing equal opportunities for women in its workforce. With its ambitious Vision 2030, House of Bindu is aiming to become India’s most loved homegrown beverage brand, one that blends taste, tradition, and happiness in every bottle.