Mossant is on a mission to revolutionize the Indian tonic market with its clean-label philosophy, offering products free from artificial additives while delivering exceptional taste. With unique flavors like jalapeño, rosemary, and passion fruit, Mossant is pushing the boundaries of traditional mixers. Rooted in the founders’ expertise in kombucha brewing, the brand combines innovation and natural ingredients to create tonic waters that cater to health-conscious consumers. From their proprietary technology to sustainable sourcing of botanicals, Mossant is setting a new standard in the beverage industry. Let’s see what Mr. Adithya Kidambi, CEO & Mr. Shishir Sathyan, Co-Founder of Mossant Fermentary have to say:

What motivated you to enter the clean-label tonic market in India, given the existing variety of mixers available?

The motivation to venture into the clean-label tonic market stemmed from a noticeable gap in the beverage industry, particularly within the mixers segment. While India is home to numerous mixer options, very few prioritize health and quality, often loading their products with sugar, artificial colors, and flavorings that can be detrimental to consumers. Drawing from our experience in brewing kombucha—a natural, fermented drink—we aimed to carry forward our philosophy of health and quality into the tonic waters we create. The insights gained from kombucha brewing helped us understand the technology needed to develop clean-label products.

Our mission was to offer something completely natural, free from unhealthy additives, and still delightful in taste. By utilizing real botanicals, we ensure our tonic waters stand apart from the artificially flavored options prevalent in the market, allowing consumers to enjoy a healthier alternative without compromising on flavor.

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Have you observed any significant changes in consumer preferences regarding mixers and beverages?

Yes, we’ve definitely seen a shift in consumer preferences towards mixers and beverages. Today’s consumers are more experimental and willing to explore new options, as evidenced by the success of products like Jimmy’s. The increasing penetration of these products in modern trade illustrates that people are eager to step beyond traditional beverage choices. Moreover, the trend of home bartending has gained momentum; individuals are now seeking to replicate cocktail experiences at home, leading to a growing demand for innovative mixers.

This cocktail culture has made consumers more adventurous in their selections, which presents a fantastic opportunity for brands like ours to innovate. Our observations indicate that consumers are increasingly on the lookout for premium products that can elevate their drinking experiences, whether enjoyed solo or mixed with spirits at home.

Can you elaborate on the creative process involved in developing unconventional tonic flavors like jalapeño, rosemary, and passion fruit?

The creative process for our unconventional tonic flavors began with a thorough understanding of spirits, particularly gins, which are commonly paired with tonics. Traditional gins often feature either citrus-forward or herbaceous profiles. For our initial tonic variants—classic and rosemary—we aimed to complement these established profiles: the classic tonic enhances the flavors of typical citrus-forward London Dry Gins, while the rosemary variant brings in an herbaceous quality that balances beautifully with gins that are more herb-centric.

However, we wanted to push the envelope further with flavors like jalapeño and passion fruit. The jalapeño flavor was inspired by the rising popularity of tequila and the growing appetite for spicy flavors, particularly in India. Meanwhile, the passion fruit variant caters to rum enthusiasts and embraces its tropical essence. These flavors are versatile, pairing well with various spirits beyond just gin. Our technology also allows us to extract these flavors from real fruits and herbs, preserving the quality and extending the shelf life of our products without relying on artificial ingredients. Ultimately, our goal was to offer something familiar yet exciting, and we’re thrilled with the outcomes.

Who is the target audience for your tonic waters, and what is your distribution strategy?

Our primary target audience comprises Gen Z and millennials who are making more informed lifestyle choices, particularly those who prioritize health and fitness. They are increasingly seeking healthier alternatives without compromising taste, which aligns perfectly with our product offerings.

Geographically, we are focusing on metro and tier-one cities where there is a strong demand for premium, clean-label beverages. Based in Bangalore, we plan to grow organically from this base, gradually expanding throughout India. Being a bootstrap company, we prefer a measured approach to growth, prioritizing organic expansion over rapid market domination. Initially, we aim to establish a foothold in the southern region before branching out to other parts of the country. Additionally, we cater to pan-India consumers via our online store, which offers nationwide delivery. However, we do face challenges with logistics, particularly regarding cold chain distribution, and we are continuously working to enhance this aspect of our operations.

What challenges did you encounter in creating a clean-label product that is free from additives while still appealing to consumers?

One of the most significant challenges we faced was developing the technology required to create a shelf-stable product without sacrificing quality. Initially, our kombucha needed to be refrigerated at all times, which severely limited our distribution capabilities, even within Bangalore. Expanding beyond the city proved nearly impossible due to the lack of cold storage options for beverages other than ice cream.

This limitation pushed us to invest substantial time and effort into developing a technology that would ensure shelf stability without relying on additives or artificial preservatives. After a year and a half of rigorous trials and testing, we finally achieved satisfactory results. This breakthrough was transformative for us, enabling us to maintain the natural integrity of our ingredients while extending their shelf life. Once we mastered this process, we expanded our kombucha distribution to 28 cities, and this technology was subsequently applied to our tonic waters.

What key milestones have defined Mossant’s journey, and how have they influenced the brand’s direction?

One of the most pivotal milestones for Mossant was achieving shelf stability for our products. This technological advancement was crucial because it allowed us to develop the necessary processes for extending the shelf life of our beverages while ensuring they remained of high quality. Not only did we successfully stabilize our kombucha, but we also adapted this technology for a wide range of beverage categories, all while keeping our products entirely natural—free from preservatives or additives. As we continue to expand into different beverage categories and push price boundaries, each accomplishment becomes a milestone worth celebrating. Our unwavering focus on innovation and boundary-pushing makes every step forward an integral part of our brand’s evolution.

How does Mossant Tonics incorporate traditional botanical elements into its products, given India’s rich history of using botanicals in beverages?

To appreciate how Mossant integrates botanicals, it’s important to examine the brand’s origins. Initially, our focus was on crafting kombucha using the finest quality teas sourced from India, including selections from Darjeeling, Assam, and Bamblapur. While we aimed to highlight these remarkable teas, the market eventually favored more commercially appealing flavors like ginger peach and strawberry. Nevertheless, even in these popular products, we maintained a foundation of high-quality, loose-leaf tea.

A prime example of our botanical approach is our Passion Fruit Tonic, which features wild-grown passion fruit sourced from Wayanad. We collaborate with local farmers who have a surplus of this fruit, enabling us to create a tonic that not only showcases a unique botanical but also supports local agriculture. It’s this blend of tradition and innovation that characterizes our approach to incorporating botanicals, reflecting India’s rich heritage while adapting to modern preferences.

Does Mossant collaborate with mixologists or industry experts to create signature cocktails using your tonics?

Yes, collaboration is indeed a vital aspect of Mossant’s identity. One of our most thrilling collaborations occurred during our launch event at Muro, where we partnered with Sahil Essani, the winner of World Class. Sahil crafted a series of unique cocktails using our tonics, expanding the expectations of what tonic water can offer. For instance, he ingeniously paired our Passion Fruit Tonic with white rum, creating a rum and tonic—a combination that is quite rare in the cocktail world. Such collaborations help us showcase the versatility of our tonics, demonstrating that they can complement a diverse range of spirits, not just gin. These innovative partnerships reinforce our commitment to pushing creative boundaries within the beverage landscape.

How have your backgrounds in hospitality and culinary arts influenced the development of Mossant’s tonics, positioning them as both mixers and standalone beverages?

Our backgrounds in hospitality have profoundly influenced our approach to beverage development. From the outset, Mossant has catered to those who are “sober curious”—individuals seeking enjoyable beverage options that don’t necessarily include alcohol. This philosophy began with our kombucha, positioned as an alternative for social situations where traditional alcoholic options might not be appealing.

When we transitioned to tonic waters, we retained this focus, ensuring our products could be enjoyed both with alcohol and independently as flavorful, satisfying beverages. We prioritize creating tonics that deliver rich flavor experiences whether mixed or sipped alone. This dual-purpose approach has guided our development process, allowing us to offer customers a product that excels in both contexts, ensuring they don’t sacrifice taste or experience regardless of how they choose to enjoy it.

Can you discuss the role of Mossant’s proprietary filtration and pasteurization technologies in enhancing the quality and flavor of your tonics?

Our proprietary filtration and pasteurization technologies are fundamental in creating high-quality, clean-label products. The filtration process enables us to eliminate heavy particles and sediments from our blends, whether they incorporate botanicals or fruit juices, as seen in our Passion Fruit Tonic. The result is a clear, crisp tonic that remains shelf-stable for six months without any preservatives, thanks to our pasteurization process.

Originally developed for kombucha, we quickly recognized its broader applicability. By applying this technology to our tonics, we produce a product that preserves its natural flavors and integrity while ensuring shelf stability. In the fast-moving consumer goods (FMCG) industry, consistency and reliability are paramount, and this technology guarantees that each bottle maintains the same high quality throughout its shelf life.

How does Mossant address the challenge of delivering complex flavors in your tonic waters while maintaining a low sugar content?

Balancing low sugar content with complex, enjoyable flavors was indeed a challenge, especially considering that traditional tonics often rely heavily on sugar to mask the bitterness of quinine. From the start, we aimed to keep sugar levels in our tonics as low as possible while maximizing flavor through natural ingredients. This philosophy guided us in selecting botanicals that naturally impart unique tastes, ensuring that each tonic’s flavor profile remains rich and satisfying.

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For instance, our classic tonic is crafted to pair perfectly with various spirits while providing a rich, layered taste experience without overwhelming sweetness. Our commitment to health and quality drives us to prioritize natural flavors over sugar, resulting in tonics that delight the palate while remaining mindful of overall health. We’ve consciously designed our products to cater to health-conscious consumers who refuse to compromise on taste.

What’s next for Mossant Tonics? Are there any upcoming products or initiatives you can share with us?

Looking ahead, Mossant is excited to continue expanding our product line and pushing the boundaries of what tonic waters can be. We’re actively exploring the introduction of new flavors that capture the essence of Indian botanicals, leveraging our ongoing partnerships with local farmers to source high-quality, sustainable ingredients. 

Moreover, we’re committed to amplifying our presence in both offline and online markets, enhancing accessibility for consumers across India. Collaborations with mixologists and industry influencers will also play a crucial role in showcasing our tonics in innovative cocktails. As we grow, we remain dedicated to our mission of providing clean-label, flavorful beverages that cater to evolving consumer preferences while celebrating the richness of Indian botanicals.

As Mossant continues to expand its reach and explore new flavors, the brand remains committed to delivering clean-label tonics that prioritize both health and taste. With a strong focus on innovation and partnerships with local farmers, Mossant is not only enhancing the beverage landscape but also supporting sustainable practices. Whether enjoyed as a mixer or a standalone drink, Mossant’s tonics are poised to become the go-to choice for those seeking high-quality, natural beverages.