In this edition of VideoBrief, Megha Shankar, Director of Marketing and Modern Trade at House of Bindu, speaks about the brand’s transformation from a small-town player to a national contender. She discusses the strategic revamp of packaging, the expansion into modern and quick commerce platforms, and how digital storytelling helped connect with younger audiences. She also shares insights into the company’s new corporate film and brand philosophy, the role of R&D in driving innovation, festive campaigns like ‘Sipta Fizz Feel the Beat’, and her vision to take Bindu Jeera pan-India.
Reflecting on her journey with the company, Megha says, “It’s been quite an interesting journey blended with brand transformation, market expansion, and creative reinvention. I’ve had the privilege to lead the marketing and modern trade strategy for about eight years now, and we’ve also revamped all the packaging so that consumers have that connection with the brand. We’ve built our presence across e-commerce, quick commerce, and modern trade chains.”
This effort has firmly placed House of Bindu on the map, turning a once small-town brand into a national player.
Staying rooted: The corporate film and brand philosophy
Speaking about House of Bindu’s new corporate film, Megha shares, “The film is a celebration of our journey, our roots. It’s a reminder that a company built in a small town can inspire national pride. I hope it conveys that authenticity, hard work, and cultural connection can never go out of style.”
For Megha, House of Bindu is not just about Indian flavors but about preserving and modernizing traditions.
The product portfolio: From Jeera to Snacks
House of Bindu began with its flagship product, ‘Bindu Fizz Jeera Masala’. Speaking about the product Megha says, “2002 is when we started our Bindu Jeera. It all began when my dad, during a North India tour, tasted a jeera masala drink from a small kiosk and loved the flavor. He thought – why not bottle this in a more hygienic and easy way for consumers? That’s how Bindu Jeera originated.”
It wasn’t easy breaking into a market dominated by colas and orange sodas. “It took us almost five to ten years for people to actually like the product and have confidence in Bindu Jeera. But it was worth it,” Megha added.
Today, House of Bindu offers a wide portfolio—ginger, kokum, lychee, guava, mango, salt soda, and an array of 45 SKUs across snacks, namkeens, and innovative ethnic flavors.
Megha notes, “There’s something called South Indian pickle flavor in our snacks range—it’s my personal favorite.”
The digital push
Since Megha’s leadership, digital transformation has been a key growth lever. She says, “We launched Bindu Jeera and our other products on Instagram and Facebook to connect with youngsters, showing that Bindu is not just a digestive drink but also fun and a party partner. We ran online contests during festivals and special days.
“More recently,” she informs, “we introduced Bindu Jeera on e-commerce and quick commerce platforms like Blinkit, Zepto, and Instamart. These aren’t just sales channels but platforms to build awareness and tap into impulse buying.”
The digital-first approach has allowed the brand to reach younger audiences while strengthening consumer engagement.
R&D, innovation, and the festive season
Innovation remains central to House of Bindu’s growth. Megha explains, “Getting new products is purely based on data. We listen to consumers, study region-specific demand, and then begin experimenting. There’s a lot of R&D, from sampling within the office to testing with random consumers. The idea is to offer traditional flavors in modern packaging, balancing authenticity with creativity.”
For the festive season, the brand launched a campaign. Megha says, “We have launched an exciting new contest for our 300 ml Bindu Jeera called Sipta Fizz Feel the Beat. Consumers can scan a QR code on the label, get a free JioSaavn subscription for three months, and play a spin-the-wheel game to win prizes. This goes up until the end of September. Alongside, we’re also preparing to launch new traditional flavors this season.”
Expansion plans: From South to pan-India
Looking ahead, Megha says, “Our vision is to launch Bindu Jeera and all our products pan-India. We’ve opened a new manufacturing unit in Vizag to cater to North, East, and West Indian markets more efficiently. We’re adding professionals, expanding our sales teams, creating more distribution channels, and onboarding super stockists. I hope the OG Bindu drink, loved in the South, is soon enjoyed across the country.”
Advice to young entrepreneurs
Megha wraps up by sharing advice for aspiring founders, she says, “It starts with telling your story and showing passion. Young consumers today value authenticity and purpose. When they buy our products, they’re not just buying a drink or a snack—they’re supporting local communities, preserving traditions, and enjoying world-class products with great taste. They don’t just remain customers, but become advocates for the brand.”
