Secret Sauce Communications, a strategic PR and corporate reputation firm, has been entrusted with the national PR mandate for Bindu Fizz Jeera Masala, the flagship beverage brand from Karnataka-based SG Corporates. With a rich legacy of over 25 years, House of Bindu is gearing up for a significant brand push across India, and Secret Sauce will play a key role in shaping its communications journey through a focused reputation-building and media outreach strategy.
As the appetite for ethnic beverages continues to grow among India’s youth, SG Corporates is aiming to expand the reach of its beloved jeera-flavored drink beyond South India. The move is part of a larger vision to position Bindu Fizz Jeera Masala as a household name across India, especially among Gen Z and millennial consumers seeking culturally rooted yet refreshing beverage choices.
Megha Shankar, Director – Strategy & Marketing, SG Corporates, shared: “Bindu with its rich legacy in South India & as a proud Make in India brand, is now set to expand nationwide, introducing our much-loved Bindu Fizz Jeera Masala to a wider audience while staying true to our roots. Our focus is bridging tradition with innovation to make the brand relevant for today’s Gen Z and millennial consumers. With this partnership, we aim to create strong consumer connections and establish Bindu as one of the leading beverage brands across India.”
With Secret Sauce leading the narrative, the partnership will focus on enhancing brand visibility, amplifying thought leadership, and fostering greater consumer engagement across key markets.
Shalini Gupta, Founder & Director, Secret Sauce Communications, added: “We are happy to partner with House of Bindu which has a rich legacy and strong consumer connect. With our unique narrative, thought leadership and PR approach in crafting an identity we hope to manage perceptions and thus help them gain new market success. This association is a testimony to the dedication and impact-driven approach of our team. Our goal is to partner and position House of Bindu as a leading food and beverage company with innovative ethnic flavors and strong sense of the customer pulse across India.”
As House of Bindu sets its sights on becoming a national favorite, this collaboration underscores a shared ambition—to make homegrown, culturally inspired beverages resonate with today’s young, discerning consumers.
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