Premium RTD beverages break out of metros as Tier-2 and Tier-3 India fuel new demand
Tata Consumer's Himalayan water and Thai import Mogu Mogu are seeing strong pull from Patna to Vijayanagaram, as rising incomes, social media discovery and modern trade expansion reshape the premium ready-to-drink category beyond traditional metro strongholds.
Premium RTD beverages are gaining traction in Tier-2 and Tier-3 India, with Tata Consumer's Himalayan water and Thai brand Mogu Mogu seeing strong demand beyond metros, driven by rising incomes, social media and expanding modern trade.