Jain Shikanji Journey From Family Legacy to National Brand

Jain Shikanji’s journey is a compelling narrative of how a family legacy can evolve, adapt, and thrive amidst changing times. What started as a modest local beverage in Modinagar, Uttar Pradesh, in 1957, has transformed into a national sensation, with a growing presence across India. This story is one of tradition meeting modern ambition, blending nostalgia with forward-thinking strategies, and embracing innovation without losing sight of roots.

Origins: The Birth of Jain Shikanji

In 1957, Parmatma Sharan Jain created something special in the bustling town of Modinagar. Armed with a secret blend of spices—black pepper, cloves, and pomegranate seeds—he perfected a version of shikanji, a spiced lemonade that soon became beloved across North India. His unique concoction quickly transcended the status of a mere drink; it became an integral part of Indian culinary culture, associated with refreshment on sweltering summer days.

Jain Shikanji remained a family-run operation for decades, attracting loyal customers from Delhi, Meerut, Gurgaon, and surrounding towns. It became a drink tied to memories of childhood summers, drawing in locals and travelers alike.

The Turning Point: Revitalizing a Heritage Brand

By 2017, the winds of change were undeniable. Anubhav Jain, representing the third generation of the family, recognized the growing potential of modern retail and e-commerce. With consumer tastes shifting and digital commerce booming, he knew it was time to evolve.

“I wanted to honor the legacy of Jain Shikanji but also give it a chance to grow and reach a new generation,” Anubhav shares.

To achieve this, Anubhav founded HBMB Foods Pvt. Ltd., taking the first step toward modernizing the brand. This included diversifying their offerings—introducing instant shikanji masala, thandai powders, pickles, and various spice mixes. By listing products on platforms like Amazon, Jain Shikanji began making waves beyond Modinagar, reaching urban households across India.

Shark Tank India: A Game-Changer

The brand’s national breakthrough came in February 2022 when Jain Shikanji was featured on Shark Tank India. Anubhav took the stage to pitch the brand to India’s top investors, seeking ₹40 lakh in exchange for 8% equity. His pitch was driven by a deep understanding of the brand’s history and a bold vision for its future.

“I shared the brand’s story, from our humble beginnings to our ambition to scale,” says Anubhav. “I wanted to show that Jain Shikanji was not just about a drink, but about a deep-rooted legacy that could resonate with a wider audience.”

The sharks were immediately impressed with the brand’s authenticity and strong emotional connection to consumers. However, issues surrounding brand ownership disputes and trademark concerns quickly emerged as roadblocks. Despite these challenges, four sharks—Aman Gupta, Vineeta Singh, Ashneer Grover, and Anupam Mittal—offered ₹40 lakh for 30% equity, lowering the company’s valuation to ₹1.33 crore. While the deal did not materialize off-screen, the exposure from Shark Tank had a profound impact.

Post-Shark Tank: A New Strategy and Rapid Expansion

Taking the feedback from Shark Tank to heart, Jain Shikanji recalibrated its approach. Focusing on scalability, the brand adopted a franchise model to extend its reach more quickly. It also intensified its e-commerce efforts, expanding both its direct-to-consumer (D2C) platform and Amazon presence.

Product diversification continued, with new products like pickles and masalas making their way to market. Jain Shikanji also entered new regions, expanding into Gujarat and Maharashtra. By 2024, the brand’s estimated annual revenues had reached between ₹1 crore and ₹3 crore, with the bulk of sales coming in during the peak summer months. Despite not receiving funding from Shark Tank, the brand’s projected valuation reached an impressive ₹40 crore by 2025.

Overcoming Challenges: Brand Protection and Family Dynamics

While Jain Shikanji’s rise has been inspiring, it hasn’t been without its hurdles. Unauthorized vendors using the Jain Shikanji name led to confusion and brand dilution. Anubhav worked tirelessly to secure trademark registration and implement legal measures to protect the brand. Family disputes also emerged, threatening to slow progress. Nevertheless, the brand navigated these challenges resiliently, focusing on maintaining clear ownership structures and stronger legal safeguards.

Authenticity: Jain Shikanji’s Core Strength

What truly sets Jain Shikanji apart in a competitive marketplace is its unwavering commitment to authenticity. The brand’s secret masala, unchanged since 1957, continues to offer a distinctive blend of tangy, spicy, and refreshing flavors that keep customers coming back.

Unlike competitors who often tweak their recipes to appeal to mass tastes, Jain Shikanji remains loyal to its original formula, staying true to its roots while adapting to modern trends. This commitment to authenticity has not only fostered deep brand loyalty but has also distinguished Jain Shikanji from larger, more established players like MDH, Everest, and Pushp.

A Vision for the Future: Expansion and Innovation

Looking ahead, Anubhav Jain’s vision for Jain Shikanji is bold and expansive. The brand is focused on three key areas of growth:

• Franchise Expansion: Jain Shikanji plans to launch outlets across major cities in India.

• Health-Focused Products: With the growing trend towards health-conscious eating, Jain Shikanji is developing products that cater to this evolving consumer demand.

• International Markets: The brand is looking to tap into the global Indian diaspora, offering a taste of home to people around the world.

Anubhav’s goal is to make Jain Shikanji a globally recognized brand while staying rooted in the values that have made it successful: authenticity, quality, and innovation.

A Legacy of Tradition, Reinvention, and Resilience

Jain Shikanji’s evolution, from a small stall in Modinagar to a beloved brand on national television, is a testament to the power of tradition, innovation, and perseverance. Through strategic shifts, diversified products, and a commitment to preserving its core values, Jain Shikanji is poised to become not just a household name in India but a global brand.

As Anubhav Jain says, “Our mission is simple: to deliver the same authentic, flavorful experience that my grandfather introduced over six decades ago, but with a modern twist that resonates with today’s consumers.”

Today, Jain Shikanji is not just a drink; it’s a legacy—a story of reinvention, resilience, and the enduring power of tradition. As more people across India and beyond raise a glass of that spiced, refreshing lemonade, they aren’t just savoring a drink—they’re sipping on a piece of history.