3 Brother who created a 500 crore Brand called Lahori Zeera.
The cold drinks market is a billion dollar worth industry, in which a newly made brand made its place in just 10 years. One fine day 3 brothers were sitting near a park and drinking cokes, one of his brothers said the coke doesn't feel so great. That's where the idea came from, all 3 brothers decided to start a coke brand.
The 3 brothers are truly genius and skilled
*The elder brother was interested in entrepreneurship and business
*2nd brother was good at networking and had good convincing skills for sales.
* Younger among all 3 brothers, he was a great enthusiast in cooking.
These brothers had miraculous skills naturally, they never knew it was their natural abilities that would establish the business. Within a few days the younger brother started doing research on this coke. He started experimenting across his tastes. A few days, a few weeks and a few months passed, finally made the drink he wanted. He called his brothers and gave a sip of liquid jeera he prepared with passion, guess what both brothers hugged his younger brother with joy and love. It tasted 100% better than other cold drinks and jeera liquids.
Then the role of elder brother started, his entrepreneurship mind expanded the ideas into the real business model and another brother started helping.
Marketing Strategy
The jeera drink they prepared was ready, but they had to name it. They named it Lahori jeera, you might wonder what is the connection with lahore ? Because it was made using rock salt and famously known as lahori namak, that's how the name came.
All the cokes had different strategies and plans but they had only one vision. They checked all cokes and their prices and after deep research they decided to sell them in 10 rupees with packaging uniquely with different colours like green, yellow, white and gold colours. It was one of the unique drinks, when compared to other jeera liquids.
They made a chain of distributors and started meeting every individual but the response was absolutely zero. Distributors told them to give your products without taking advance money, if it gets sold I would pay back. Many startups fail because of this strategy but all 3 brothers decided that they would personally meet retailers and give their jeera drink and ask for feedbacks.
After a few months the people started drinking especially in tier 2 and 3 towns, as it was tasty and affordable. Soon demand boomed across all cities. The distributors who used to reject them are begging for their Lahori Zeera now. The business was gaining pace but they were still dependent on various factors.
The real problem of establishing a manufacturing hub in Lahori Zeera.
The demand was high, but the production was less. To build this industrial process, they needed land, money and employees. Pressure was on their heads, trying to figure out how to establish the unit. They started arranging huge funds, took help from friends, loans, banks, but never took investors support as it would be difficult to handle and would have less freedom. Finally, they established in a village in Punjab and started production work.
From filling to bottle blowing machines, labeling units, everything was prepared in a few months. Per day, they started producing 9600 bottles, eventually 12 lakh bottles per day.
Another big jolt hit them as the government passed a new rule imposing 40% GST on carbonated drinks. This news again caused severe pressure as the product was just 10 rupees. When it is compared to other cokes, it was priced at 15 rupees to 20 rupees. So they decided to change the quantity of the product from 250 ml liquid to 160 ml but did not reduce the cost. People started to recognize the brand, and it became popular throughout Punjab, Haryana, Delhi. After a long wait, they decided to produce an advertisement after 7 long years. Then came with the tagline Har koi peeraha, lahori zeera, from 3 states to presence in 18 states with a strong network of distributors of about 2000 and 5 lakh retailers and with production of 50 lakh bottles per day. In the financial year 2021 it was just 80 crore. Now it is around 500 crore.
From sitting in a park relaxing and drinking a Coke to establishing a 500 crore brand. The Lahori Zeera brand has had an amazing journey.
Things to learn about his vision is an idea that can change their entire journey. Even after failures and pressure, the resilience to face obstacles. From a small office with establishing a manufacturing unit worth 50 lakh bottles per day production capacity with giving opportunity to rural employees. In just 10 years, a company which made its significant value is dominating international brands.
