Ghodawat Consumer Limited (GCL), the FMCG arm of the Sanjay Ghodawat Group, has forayed into the natural hydration segment with the launch of TBH Coconut Water under its ‘To Be Honest’ (TBH) brand. The move expands TBH’s clean-label portfolio from healthy snacks into beverages, marking the brand’s entry into the rapidly growing functional drinks market.
TBH Coconut Water is produced using extracts from fresh coconuts sourced from Tamil Nadu and contains no added sugar, concentrates or artificial flavours. Positioned as a simple, ingredient-led offering, the product is available in a 200 ml PET bottle priced at ₹60, aligning with the company’s strategy of making better-for-you products accessible to everyday consumers.
The launch coincides with rising demand for functional beverages in India, driven by health-conscious consumers seeking natural hydration options. Industry estimates peg the Indian functional beverages market at USD 6.9 billion in 2025, with projections to reach USD 18.8 billion by 2034, growing at a CAGR of 10.74%. Within this space, packaged coconut water is witnessing accelerated growth as consumption shifts from unorganised formats to branded alternatives that offer consistency and transparency.
Salloni Ghodawat, CEO of Ghodawat Consumer Limited, said hydration was a natural extension of TBH’s philosophy of real and honest ingredients. She noted that the brand’s move into beverages represents an evolution aligned with changing consumer habits rather than a strategic pivot.
The company plans a phased rollout, initially leveraging TBH’s existing general trade distribution network across India. Marketing efforts will focus on in-store visibility, pack-led communication and clear ingredient messaging to build awareness and drive repeat consumption.
Manufactured using minimal processing with rapid extraction and stabilisation to preserve freshness, TBH Coconut Water is not reconstituted from concentrate and contains no additives. With growing consumer preference for clean-label products, GCL views the category as a complementary growth opportunity supported by TBH’s established base of health-focused consumers.