AMBATI RAYUDU ON WHY CSK IS ‘FAMILY’
Did you know that there are now about 700 goli soda brands in India? The drink’s resurgence is fuelled by nostalgia, and a growing consumer preference for unique ‚avours
(Top) Spark Goli Soda’s appearances at music festivals; (right) 100-year-old Kannan and Co. Goli Soda in Vellore.
Eyes xed on the sky above him, V Srihari takes a step back and launches his glider. It ies brie y before landing on the ground. Before his second try, he checks the direction of the wind.
“This is a triangle delta force design. If the glider has thin, long wings, it will generate too much of a lift and will not stay in the air for long,” the 12-year-old aeromodelling enthusiast, who is a student of SEED Academy, explains. His glider stays a oat for exactly 3.77 seconds.
Srihari was one among many enthusiasts (totalling 150 teams), both from schools and colleges, who gathered at the grounds of Hindustan Institute of Technology and Science on an overcast day, to have their innovations take to the skies as part of an aeromodelling competition.
From being an area of interest when they were younger, a developing hobby, or even an activity they rst got introduced to on
YouTube, every participant at the competition had a story to tell about their passion for wings in the sky.
Commercial airplanes ying above de nitely played a role in the growth of our brand,” he says. “There was this anti-MNC sentiment in Tamil Nadu, and people were looking for alternatives to the colas of big brands. Goli soda, a traditional South Indian beverage, t the bill perfectly.”
Goli soda also oers a distinct taste pro le, often featuring local ingredients. “We focus on ‘desi’
avours like pudina (mint) and jeera (cumin),” says Abdul. “These resonate with people and perfectly complement Indian cuisine like biryani. It’s a return to familiar, authentic tastes.”
The emphasis on hygiene and safety standards also helps. “Unlike the old days, many brands now use semi-automatic machinery and prioritise proper certi cation for their ingredients,” says Dinesh Kumar Gopal, director, Phoenix Goli Soda in Chennai. “This focus on quality resonates with today’s health-conscious consumers.” It also ensures a shelf-life of six months.
Rahul Johar, founder-CEO, Oxbow Brands, which sells goli soda in Bengaluru, sheds light on the drink’s growing popularity. “Goli soda has seen a notable uptick in Bangalore in recent years. Its nostalgic resonance coupled with diverse new brands and avours has played a crucial role in its resurgence,” he explains.
This nostalgic appeal is not limited to older generations; the younger demographic is also being introduced to this cultural icon through regional his house prompted Syed Rayan to seek out videos online to learn aeromodelling. A student of B. S. Abdur Rahman Crescent Institute Of Science And Technology, Syed Rayan and his teammate Laila Musthafa, a student from Karunya Institute, had a model aircraft made of balsa wood that had many gathering around to see it before the competition started.
“Based on the truss structure used for bridges, this model weighs only 300 grams. We wanted to build something which was as light as possible, but also able to carry a heavy payload. Balsa wood is commonly used in the aeromodelling industry to make lightweight aircrafts,” he explains. A self-taught enthusiast, Syed has participated and found success in several competitions.
“Aeromodelling is, however, an expensive passion to pursue. To make a model aircraft from scratch costs anywhere between ₹15,000 to ₹20,000,” he says. Srihari, Syed and Laila’s aircraft models won top prizes in their respective categories. cinema and innovative marketing.
The scorching summer of 2024 has signi cantly boosted goli soda’s sales. “This scal year, we have witnessed a remarkable surge in sales, with our brand Dobra Pop Goli experiencing a three-fold increase over the last two months compared to the colder winter months,” says Rahul.
Fizz or zzle?
Despite its resurgence, the drink faces sti competition from established beverage giants. Abdul points out the pricing challenges. “Glass bottles are expensive, and while we’ve automated parts of the process, the production costs remain high compared to PET plastic bottles [that contain colas],” he says. This cost factor makes it di©cult for goli soda to compete with multinational cola brands that oer similar volumes at lower prices.
Dinesh emphasises the cost and eort of maintaining high standards. “We don’t compromise on quality, but this means our goli soda is more expensive,” he explains. This price dierence can be a barrier for some customers.
The lack of brand value is another hurdle. “Most goli soda companies are micro-brands with limited regional presence, which aects growth. Unlike big cola companies, we don’t have the same level of brand recognition,” Abdul adds. This has led to a slight dip in demand.
Reinventing the marble
An active member of the Madras Aero Club, M Siju, a student from the Indian Institute of Management Tiruchi, also emphasised on how the right guidance and mentors could help one take their hobby to the next level.
“It was a dream of mine, to make something y in the sky,” he says, holding up his model aircraft. It was just minutes ago that his remote controlled aircraft
ew around the eld where the competition was being held and made a safe landing, to applause from the viewers.
Most participants say that they turned into aeromodelling enthusiasts during the pandemic lockdown. Aeromodelling clubs on college campuses, including the one in Hindustan Institute saw a spike in numbers.
“Many students saw how unmanned aerial vehicles were used to drop o medicines and other aid when cities were under lockdown. This piqued their interest,” says SN Sridhara, Vice Chancellor, Hindustan University.
Watching the participants come forth and exhibit their innovations, he says he is quite sure of one thing.
“Students are coming up with intelligent modi cations, and this means we will have many interesting innovations in this space.”
Goli soda is not just riding on nostalgia; it is evolving with modern trends. Vendors are experimenting to keep the beverage relevant, from innovative avours to new packaging.
For instance, Spark Goli Soda has introduced a Remix line, combining multiple avours such as Green Twister (lime and green apple) and Peach Punch (peach and lime), catering to younger and international markets.
The secret to success, according to Dinesh, is a mix of traditional and modern avours. “When it comes to Chennai or even the whole of Tamil Nadu, nothing beats paneer (rose water) avour,” he says, “But the name causes a bit of a mix-up outside Tamil Nadu as people confuse it for the dairy paneer.”
Packaging plays a crucial role, too. Traditionally sold in robust glass bottles with a marble stopper, the packaging is a nostalgic experience. However, vendors are modernising the packaging to cater to contemporary consumer preferences and regulatory requirements.
“We developed a new, lightweight bottle that meets international quality standards,” says Abdul, “It’s similar to the bottle used for the popular Japanese drink Ramune. We have launched a discount programme for our single-use glass bottles. You’ll earn points towards your next purchase when you buy a case of 24 bottles and return the empties.”
Meanwhile, Dinesh emphasises their commitment to quality packaging. “We use natural colouring agents, sugar (as opposed to cheap and harmful sweetening agents), and sturdy, recyclable plastic bottles. Our bottles are properly sealed and designed to prevent children from accidentally swallowing the marble, ensuring safety and quality.”
More than just a drink, it is a symbol of local tradition and a nostalgic reminder of simpler times. So, pop the marble, unleash the zz, and savour the taste of a
bygone era.
Unlike the old days, many brands now use semi-automatic machinery and prioritise proper certi cation for their ingredients