Utopian Drinks, known for its natural fruit-based beverages navigates a dual-channel approach with a strong foothold in both B2B and B2C markets. The brand started primarily as a B2B supplier, catering to corporate offices, hospitals, airports, and food outlets. However, responding to consumer feedback, the company expanded into e-commerce and retail stores, capturing faster growth through B2C channels. Despite the rapid traction in direct-to-consumer sales, Utopian Drinks continues to prioritize its B2B strategy, considering it the core of its long-term growth. “B2B takes time because the conversion process is slower, but it remains very important for us,” said Abhishek Sarwate, Cofounder, Utopian Drinks.
The company’s goal is to establish presence in high-visibility venues such as airports in Delhi and Bengaluru, cafeterias in office spaces, and major hotel chains where their beverages can be included in breakfast buffets and menus.
The production process is a key strength supporting this growth. Utopian Drinks follows a contract manufacturing model where all ingredients and raw materials are sent in a black-boxed format to a third-party unit. The actual manufacturing takes place under the close supervision of Utopian’s own team and production head, ensuring full control over quality and consistency. The production unit is located in Vasai-Palghar and operates as the backbone of their supply operations.
Currently, Utopian Drinks has partnerships with notable clients including AWFIS coworking spaces and Jupiter Hospital in Thane, alongside Fortune hotels and several outlets near the Mumbai airport. They are also in discussions with Snapchat for potential collaboration and are targeting schools and colleges to widen their distribution network. The upcoming Navi Mumbai airport and surrounding hotels represent fresh opportunities for expansion in the travel and hospitality sectors.
On pricing, the company follows a “mass premium” strategy, focusing on delivering high-quality beverages that remain affordable and accessible. “Our juices are priced at Rs 50 for 200 ml in the B2B space,” Sarwate explains. A key challenge the brand faces is maintaining taste without relying on cheap sugar or artificial sweeteners. Instead, Utopian Drinks boasts high fruit content—40 to 60% in their smoothies—and uses natural honey to preserve taste and quality. This approach aligns with Indian consumers’ preference for authentic flavours.
Looking ahead, Utopian Drinks aims to deepen its presence in office cafeterias, travel hubs, and hospitality venues while simultaneously growing its e-commerce channels. Feedback from platforms like Swiggy, Instamart, and Blinkit, highlighted during its Shark Tank appearance, encouraged a more aggressive push in online sales. Still, the B2B channel remains the brand’s primary focus, as that is where their core customers reside.
What differentiates Utopian Drinks in a crowded market is its unique product range that balances taste, quality, and affordability at mass premium price points. “We ensure that our products are amazingly tasty, pocket friendly, and consistent,” Sarwate said.
