Asahi Group to Surge into Indian Beverage Market via Varun Beverages Partnership; CALPIS Launch Set for 2026
Japanese beverage giant Asahi Group Holdings announced a major foray into India's non-alcoholic and non-carbonated drinks sector. The entry is formalized through a franchise partnership with Varun Beverages, signaling a significant strategic move to tap into the country's dynamic consumer market.The collaboration targets the production of CALPIS brand beverages. Asahi Group plans to launch these products in the second half of 2026. Fermented milk-based drinks under the prestigious CALPIS brand have a long heritage, with sales established in Japan for over a century.
Defining Roles in the Strategic Alliance
Under the terms of the alliance, Asahi Group Holdings will be responsible for core product development and providing essential technical support required for manufacturing the CALPIS-branded beverages. A local subsidiary of Asahi will also oversee crucial marketing and brand management efforts within India.Varun Beverages, which currently serves as the bottler for PepsiCo in India and other regions, has been entrusted with the critical functions of manufacturing, distribution, and sales. This partnership leverages global expertise with robust domestic operational capacity.
Global Reach and Market Opportunity
Asahi Group, established in Japan since 1889, is a recognized global leader. The company offers a diverse portfolio of brands spanning beer, alcoholic beverages, non-alcoholic drinks, and food products.Atsushi Katsuki, President and Group CEO of Asahi Group Holdings, highlighted the market potential. He stated that India represents one of the world's most dynamic and promising beverage markets for the organization.
Varun Beverages’ Capacity and Market Footprint
Varun Jaipuria, Executive Vice Chairman at Varun Beverages, expressed confidence in the pairing of strengths. The company aims to position CALPIS as a leading brand among Indian consumers by combining Asahi's global expertise with their manufacturing prowess and distribution network.Varun Beverages holds considerable industry standing. It is noted as the second largest franchisee of PepsiCo outside the United States. Beyond India, Varun beverages has an extensive operational footprint across numerous international markets.
The company’s presence extends to regions including Nepal, Sri Lanka, Morocco, Zambia, Zimbabwe, DRC, South Africa, Lesotho, Eswatini, Namibia, Botswana, Madagascar, and Mozambique.
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