The Man Behind the Brew
Nirraj Satish Manek has never been one to follow the beaten path. With an illustrious 18-year career leading business and strategy for global names like Citibank, HDFC Bank, Edelweiss, H&R Block, and LXL Ideas, he has always believed in creating brands that stand firmly on the pillars of ethics, discipline, and innovation. A Masters in Business from the University of Wales, UK, and years of working across multicultural environments gave him the clarity to spot untapped opportunities and the discipline to execute them with precision.
But the most exciting chapter of his journey began not in a corporate boardroom, but in a quiet, flavour-filled moment — with a sip of something truly extraordinary.
The Spark – Inspiration Behind SBOOCH
One evening at Ekaa, a Mumbai fine-dining restaurant he co-owns, Nirraj was served a glass of kombucha by his friend and partner, Chef Niyati Rao. That first sip was unlike anything he had tasted before — raw, refreshing, and alive. He and his wife, Kajall N Manek, a fellow entrepreneur and proud mother of two, couldn’t shake the thought: Why wasn’t this natural, gut-friendly beverage easily available in India?
They started asking a simple but important question: What drink on the shelf today has absolutely no artificial flavours, preservatives, or additives? The silence that followed was enough to ignite a mission.
Their answer became SBOOCH — a sparkling, handcrafted kombucha brewed the age-old way, infused with farm-fresh Indian fruits, spices, and culture. Every bottle promised authenticity, wellness, and taste without compromise.
The Competitive Edge – Brewing Culture, Not Just Kombucha
In a country where over 98% of people hadn’t even heard of kombucha, SBOOCH wasn’t just launching a product, it was creating an entirely new category. Being the only Kombucha with TASTE.
Most kombucha brands globally lean heavily on health claims but filled with artificial flavors, colors, or additives, but Nirraj and Kajall knew taste had to lead the way with all NATURAL ingredients and spices of India. Chef Niyati’s uniquely handcrafted blends celebrate regional Indian flavors — from Koshimbir (Maharashtra), Gor Keri (Gujarat) to Rasam (Tamil Nadu), Naga Pepper (Nagaland) to Lemon Tulsi (Uttar Pradesh), Rice & Pandan (Orrisa), each one familiar yet exciting.
With just 1–4g of sugar per 100ml, upto 18-month ambient shelf life, and absolutely no chemicals or preservatives, SBOOCH is as convenient as it is clean. This balance of flavour, wellness, and reach gives the brand an edge in both the Indian and international markets.
Rocky Road – Turning Skepticism into Sips
The early days were not without challenges. The biggest? Educating the market. For many Indians, fermented drinks either belonged to the realm of home remedies or were dismissed as “acquired tastes.”
Instead of bombarding consumers with jargon, the SBOOCH team took a grassroots approach — organising free tastings, using familiar flavours to ease people in, and telling stories that connected kombucha to India’s own fermentation traditions.
Operationally, there was also the constant battle between cost efficiency and ingredient integrity. Nirraj refused to compromise on quality, even if it meant tighter budgets and slower scaling. By forging smart partnerships and maintaining lean operations, SBOOCH began gaining shelf space and hearts at an unexpectedly fast pace.
Celebrating Feats – From India to the World Stage
In under seven months of launch, SBOOCH went from a little-known newcomer to an award-winning disruptor. Its Mumbai debut in July 2024 attracted wellness enthusiasts, chefs, and even Bollywood icon Suniel Shetty, who called it “a breath of fresh air.”
Recognition soon followed:
- World’s Best Kombucha – London Beer Awards 2025
- Icon of the Food Systems Award – Times Now
- Best Emerging Beverage Brand – Food Connoisseur Awards
More importantly, SBOOCH earned the trust of everyday consumers. From kids to grandparents, it became more than a drink — it became a guilt-free, gut-loving lifestyle choice.
The Road Ahead – Crafting a New Culture
For Nirraj, this is just the beginning. Over the next three years, SBOOCH plans to expand to every major Indian city and enter select global markets where clean, natural beverages are in demand. The roadmap includes:
- Launching more regional Indian flavours to honour the country’s culinary diversity
- Strengthening direct-to-consumer channels with engaging online “drop” sales across Ecomm & Q-Com portals
- Partnering with established brands, hotels, and lifestyle platforms B2B, QSRs, penetrating offline and online markets
- Building awareness through experiences that blend taste, culture, and community
The mission remains clear, to redefine the Indian bottled beverage landscape with unadulteration, authenticity and innovation.
As Nirraj puts it,
“Stay grounded in your vision, but be flexible in your approach. The market evolves fast, and adaptability is just as important as passion. Build the unforgettable experiential journey for your customer, your team, and yourself.”
