Japanese Beverage Giant Asahi Brings CALPIS to India in Partnership with Varun Beverages
Japan-based Asahi Group Holdings has announced its entry into India’s non-alcoholic, non-carbonated beverage segment through a strategic partnership with Varun Beverages Limited (VBL), one of the country’s largest beverage manufacturers and PepsiCo’s key bottling partner. The move marks Asahi’s first direct participation in India’s fast-growing non-carbonated beverage market and represents a significant step in the company’s expansion strategy across Asia.
Under the agreement, Varun Beverages will manufacture, market and distribute CALPIS, Asahi’s flagship fermented dairy-based beverage brand that has enjoyed strong consumer recognition in Japan and several international markets for more than a century. By leveraging VBL’s extensive production capabilities and nationwide distribution network, Asahi aims to establish a strong presence in one of the world’s most dynamic beverage markets.
CALPIS, known for its distinctive sweet-and-tangy taste and fermented dairy formulation, is expected to be positioned as a refreshing and wellness-oriented beverage for Indian consumers. The brand’s arrival aligns with growing demand for functional, health-focused and non-carbonated drinks as consumers increasingly seek alternatives to traditional carbonated soft drinks.
India’s beverage sector has witnessed a notable shift in consumer preferences over the past decade, with the non-carbonated category expanding rapidly due to rising health awareness, increasing disposable incomes and demand for innovative beverage formats. Market studies indicate that non-carbonated beverages are growing faster than carbonated drinks, creating attractive opportunities for both domestic and international beverage companies.
For Asahi Group, the partnership offers access to a market of more than 1.4 billion consumers while strengthening its presence in South Asia. The company has identified non-alcoholic beverages as a key growth area within its long-term global strategy, complementing its established portfolio of alcoholic and soft drink brands.
Varun Beverages, meanwhile, stands to broaden its product portfolio beyond its existing PepsiCo beverage offerings. The addition of CALPIS could help the company capitalize on emerging consumer demand for dairy-based and functional beverages while enhancing its presence in premium and value-added beverage categories.
Industry observers view the collaboration as a reflection of increasing international interest in India’s beverage market, where changing lifestyles, urbanization and growing health consciousness continue to reshape consumption patterns. The launch of CALPIS is expected to intensify competition in the non-carbonated beverage segment while providing consumers with a new beverage option rooted in Japanese heritage and innovation.
With the partnership now in place, both companies are preparing to introduce CALPIS to Indian consumers, combining Asahi’s product expertise with Varun Beverages’ market reach to establish the brand in one of the world’s most promising beverage markets.