India, Sept. 22 -- Nothing seems more refreshing than a tall, frosty glass of water after a long day under the tropical sun. It's sheer bliss if it's blended with some spices and a bit of fizz.

Amid continuing cola war around the globe and raging cry against carbonated drinks, ethnic Indian brews seeped in and soon went in vogue, disrupting India's $32 Bn non-alcoholic beverages market. But, when three brothers from Punjab had set out in 2017 to create a demand for spiced drinks, the choices were few and the supplies fewer.

Lahori Zeera spiced up the ever-mutating ecosystem of age-old beverages with natural ingredients and the right amount of fizz that suited the evolving preference of the Indian youth.

"We saw ethnic Indian drinks wer...