Startup Bevry takes first mover advantage in Indian oat milk category5 May 2021
Indian startup Bevry has developed its own oat milk formulation, which it is manufacturing and selling exclusively in India with the goal of becoming the “Oatly of India.” According to the company, it is the first brand to manufacture and sell an oat-based vegan milk in the country.
Although the concept of an oat milk using a majority of ingredients sourced locally in India – the oats themselves are sourced from Australia – began in 2019, the company did not release its first product until 2020. Today, the company has three oat milk products: original, chocolate hazlenut, and vanilla cinnamon. At the end of April, Bevry launched its newest product, Classic Cold Brew Coffee Oat Milk. Over the coming weeks, the company will expand the cold brew line to have Hazelnut, Vanilla, and Mocha flavors.
“One of the prime reasons why the popularity of Oat Milk is growing all over the world is because of the existing coffee culture. The reason I am saying this is because the natural creamy texture Oat Milk has, goes very well when combined with the sweetness of coffee. It tastes better than regular coffee with cow’s milk,” Pradeep Sanker, one of the company’s co-founders wrote in a social media post about the launch.
While Bevry is looking to fill a gap in the Indian non-dairy milk market, it claims to be different from most imported oat milks thanks to its texture. Since the beverage is developed and sold to an Indian audience, it is smoother and creamier than other brands that are currently on the market. In India, commonly consumed drinks like lassis, yogurt-based beverages, are thicker than the more watery beverages that are popular in other markets.
Its first-mover advantage in India has allowed Bevry to command a sizable market share with the company saying it has seen 70% repeat customers.
The continued popularity of the company’s products has led it to consider Southeast Asia, Oceania, Middle East, U.S. and Europe as potential markets where it may look for future growth. However, while expansion is on the radar, at this time, the company said it is focused on increasing its brand presence in top-tier Indian cities before moving into foreign territories.
In addition to growing its geographical representation, Bevry is considering further enlarging its product lines to include ready-to-eat oatmeal, oat yogurt and dried fruits.
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