For decades, this tangy, masala-filled lemon drink has been a highway staple for travelers in North India. Let’s squeeze into the full story—of tradition, transition, and the thirst to scale.
What Is Jain Shikanji?
Jain Shikanji is a heritage Indian beverage brand, famous for its unique spiced lemonade, rooted in Modinagar, Uttar Pradesh. Founded in 1937, it started as a humble roadside stall and became a beloved refreshment stop for travelers on the Delhi-Meerut highway.
Known for its:
- Signature shikanji masala
- Tangy lemon flavor with a kick
- No preservatives or artificial fizz
- Long-standing family-run legacy
The Family Behind the Flavor
The business was originally started by Lala Narsingh Das Jain, and the recipe was passed down through generations. Over time, the brand split into multiple branches, all run by different family members.
The founders who appeared on Shark Tank India represent the next-gen entrepreneurs from the Jain Shikanji (Original) brand, aiming to modernize the drink, productize the masala, and expand distribution through retail and digital channels.
Jain Shikanji on Shark Tank India: A Refreshing Pitch
In Season 2 of Shark Tank India, the founders came in with a glass of heritage and a pitch full of ambition. Their goal?
The Ask:
₹40 lakhs for 8% equity
Valuation: ₹5 crore
Pitch Highlights:
- Shared their 85-year-old legacy and brand recognition
- Showcased packaged bottles, ready-to-mix powder, and signature masala sachets
- Revealed plans to standardize quality and scale across India
- Shared early sales numbers and local franchise performance
- Expressed desire to build a “Desi hydration brand” similar to Paper Boat
Shark Reaction
- Anupam Mittal emphasized the importance of brand consistency with multiple family-run units
- Peyush Bansal questioned clarity around IP, ownership, and national expansion
- Vineeta Singh suggested focusing on branding and digital D2C routes
Deal Outcome:
What Happened After Shark Tank?
Even without a Shark deal, Jain Shikanji got a massive boost in visibility, leading to real results.
Post-Pitch Growth:
- Sales of their ready-to-drink bottles and masala sachets jumped 4x
- Got listed on Amazon, Flipkart, and JioMart
- Launched an updated e-commerce Jain Shikanji Official Website
- Expanded retail presence to Delhi NCR, Jaipur, and Chandigarh
- Partnered with regional grocery chains and kirana delivery apps
More importantly, they’ve started rebranding the packaging—modern fonts, cleaner labels, and new digital campaigns targeted at Gen-Z and millennials looking for authentic Indian flavors.
Products on Offer
Jain Shikanji has now productized their experience, offering a range of goods inspired by the original roadside drink.
Current Offerings:
- Ready-to-drink Shikanji bottles (250ml / 500ml)
- Instant Shikanji Powder Sachets – Just add water
- Shikanji Masala Packs – Add to lemon water at home
- DIY Shikanji Kits – Gift boxes with masala, bottles, and branded coasters
- Combo gift packs for festive and corporate gifting
Everything comes with clear branding, hygienic packaging, and a nod to tradition.
Challenges on the Journey
Transitioning from roadside drink to retail brand isn’t easy.
Some Sour Moments:
- Lack of IP protection or trademark clarity
- Logistics and shelf-life issues with fresh lemon-based drinks
- Difficulty entering large-scale modern retail chains without Shark backing
- Competing with established FMCG beverage players like Paper Boat, Raw Pressery, and Haldiram’s juices
Where Is Jain Shikanji in 2025?
Jain Shikanji is now in expansion mode.
2025 Highlights:
- Available in 500+ stores across North India
- Over 2.5 lakh+ units sold online via marketplaces and own site
- Recognized by FSSAI and featured in local food festivals
- Building a “Taste of India” campaign targeting tourists and travel hubs
- In talks with QSR chains and highway cafes for exclusive beverage partnerships
Startup Lessons from Jain Shikanji
- Digital is the new dhaba—if you’re not online, you’re invisible
- Family businesses need clarity—structure, IP, and growth alignment are key
- Taste tr
- India is thirsty for local flavors—but you have to speak their language (and platforms)
Final Thoughts: From Legacy Sip to Startup Flip
Jain Shikanji represents the fusion of tradition and transition.
It’s not trying to be Pepsi. It’s trying to be India’s own iconic summer drink—rooted in heritage, packed with masala, and ready to scale.
FOR MORE BLOGS – beyondthepunchlines.com
Author: Nitin mittal
CA by qualification
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