Nidhi Saxena
06-Feb-2026
From gut health to dehydration, functional drinks are moving beyond refreshments.
Inputs by: Nidhi Saxena, Founder, Delulu – iShots Beverages.
India’s beverage story is changing, and it’s changing fast. For years, “soft drinks” were about sugar, taste, and instant gratification. Then came the fitness wave, the ingredient-awareness wave, and now what I think is the biggest shift of all: the function-first wave. People aren’t just asking what a drink tastes like anymore. They’re asking what it does. And that’s the core reason India is moving toward functional, low-calorie beverages: we’ve stopped drinking only for refreshment. We’re drinking for performance, balance, and everyday support.
India’s Lifestyle has Become More “high-output”
The modern Indian day looks very different from even a decade ago. Long commutes, longer screen time, inconsistent sleep, and constant pressure to stay switched on, whether you’re a student, corporate professional, creator, or entrepreneur. The average person is trying to do more with less recovery. So the demand is shifting from “give me something sweet” to “give me something that helps.” That’s where functional beverages come in: hydration that actually hydrates, energy that doesn’t crash, and ingredients that support focus, digestion, stress, or recovery.
The New Consumer is Label-Literate and Outcome-Driven
Today’s consumer reads. They compare. They Google ingredients. They check calories and sugar like it’s second nature. And it’s not only about weight loss, but it’s also about feeling better day-to-day. Low-calorie isn’t a trend anymore; it’s becoming a default expectation. People don’t want to spend their calories on beverages that don’t offer value. They want drinks that fit into real routines without creating guilt or a sugar spike. A functional beverage is a simple, repeatable upgrade.
Heat, Dehydration, and India’s Climate Reality
India’s climate has a strong influence on beverage behaviour. Summers are longer, heatwaves are harsher, and hydration has become a serious daily need. This is why electrolyte-forward beverages are growing: people want hydration that feels immediate and effective but without high sugar or heavy syrups.
Sugar Fatigue is Real, and it’s Personal
Most Indians are not just “reducing sugar” because it’s a headline. They’re reducing sugar because they’ve felt what high sugar does: energy spikes, crashes, bloating, skin flare-ups, mood swings, and that heavy post-drink feeling. Metabolic health awareness is rising too. Conversations around insulin resistance, diabetes risk, fatty liver, and weight management are no longer limited to clinics; they’re happening in families, gyms, and online communities. So the shift to low-calorie is not only aesthetic. It’s protective. It’s preventative. And increasingly non-negotiable.
Functional is Replacing “fake healthy”
For a long time, “healthy drinks” meant a health halo green labels, vague claims, and sugar hidden behind words like “natural” or “energy”. Consumers have grown sceptical. The functional category wins when it’s done honestly: clear ingredient purpose, transparent labelling, and specific outcomes, electrolytes for hydration, caffeine + L-theanine for clean focus, and adaptogens for stress support. But functional doesn’t mean magical. Brands that earn long-term trust use credible ingredients, sensible dosages, and responsible claims.
The Rise of “everyday performance” Culture
Functional beverages aren’t being adopted only by fitness enthusiasts. They’re being adopted by everyday performers – people who want to be sharp in meetings, active after work, focused during study sessions, or energetic without relying on sugar.
Taste is No Longer Optional
One of the biggest learnings in India: health only scales when it tastes good. People will not repeat-purchase something that feels like a sacrifice. The goal isn’t to drink “less fun” beverages. The goal is to drink beverages that feel fun and functional.
I see functional drinks becoming a daily ritual, almost like choosing what mood you need support for. Some days you need hydration. Some days you need calm focus. Some days you need energy that won’t mess with your sleep later. Some days you need something light that won’t bloat you. That’s why this category is not a fad. It’s a response to how people actually live now. Where the category goes from here, India’s shift toward functional, low-calorie beverages is driven by a simple truth: people want beverages that match their goals, not fight them.
The future belongs to brands that can deliver three things consistently: real function (science-backed formulation), real taste (repeat purchase wins), and real trust (transparent labels and responsible claims).
Cover Credits: iStock
