Why has it suddenly become so popular in India?
Published in · 3 min read · Jul 17, 2023
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My friend introduced me to Kombucha in 2019; at the time, this beverage was still gaining popularity in India. Today, so many brands have come up with so many flavors of Kombucha, and restaurants have dedicated menu listings for it.
However, I didn’t pay much attention to this beverage until I came across this brand, Borecha. And so, I decided to do my research and understand why the hell Kombucha has become so popular.
I am sure most of you would know what it is, so I’ll keep it brief. Kombucha is a fermented tea beverage, usually served chilled or at room temperature — which I feel adds to its refreshing taste. The general process behind making Kombucha is fermenting sweetened tea with a symbiotic culture of bacteria and yeast (SCOBY) that converts the sugar into organic acids, resulting in a tangy, slightly effervescent drink.
People are often ready to try and experiment with new things, and when combined with effective marketing, voila, you can sell products. In addition, the stated benefits of Kombucha have garnered the interest of young working professionals, specifically Gen Z, in India.
