Japanese beverage giant Asahi Group Holdings has announced its foray into India’s fast-growing non-alcoholic and non-carbonated drinks market through a franchise partnership with Varun Beverages.
Under the agreement, Asahi will introduce its flagship CALPIS brand in India during the second half of 2026, marking a significant milestone in the company’s expansion strategy across Asia.
CALPIS, a fermented milk-based beverage, has been a household name in Japan for more than a century and is widely recognised for its unique taste and health-focused positioning.
As part of the collaboration, Asahi Group Holdings will oversee product development and provide technical support for the manufacturing of CALPIS-branded beverages. Its Indian subsidiary will manage marketing initiatives and brand development activities.
Varun Beverages, one of the largest beverage companies in India and PepsiCo’s second-largest franchise bottler outside the United States, will be responsible for manufacturing, distribution, and sales across the country.
Commenting on the partnership, Atsushi Katsuki, President and Group CEO of Asahi Group Holdings, said India remains one of the world’s most dynamic and promising beverage markets.
He added that the company is pleased to partner with Varun Beverages, citing its strong manufacturing capabilities and extensive distribution network.
Varun Jaipuria, Executive Vice Chairman of Varun Beverages, said the collaboration combines Asahi’s global expertise with Varun Beverages’ robust production capabilities and nationwide reach.
He expressed confidence that CALPIS has the potential to become a leading beverage brand among Indian consumers.
Founded in 1889, Asahi Group has built a diverse portfolio spanning beer, alcoholic beverages, non-alcoholic drinks, and food products. The company’s entry into India reflects growing international interest in the country’s rapidly expanding beverage sector, driven by rising disposable incomes, changing consumer preferences, and increasing demand for healthier drink options.
Varun Beverages currently operates across multiple international markets, including Nepal, Sri Lanka, Morocco, Zambia, Zimbabwe, the Democratic Republic of Congo, South Africa, Lesotho, Eswatini, Namibia, Botswana, Madagascar, and Mozambique.
Industry experts believe the launch of CALPIS could strengthen competition in India’s functional and health-focused beverage segment, which continues to witness strong growth as consumers increasingly seek innovative and wellness-oriented products.
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