India’s beverage scene is evolving fast. A new wave of health-conscious consumers – especially Gen Z and millennials – is driving a shift toward drinks that do more than just taste good. Gone are the days of choosing between sugary sodas and bland “diet” tonics.
Today, there’s a growing awareness around holistic wellness and functional nutrition. Young Indians are reading labels, seeking out natural ingredients, and expecting their beverages to boost their health and mood. In fact, nearly half of Indian consumers now actively look for multifunctional benefits in what they eat or drink.
They want energy from their coffee and immunity from their juice – all without the sugar crash. Clearly, India is thirsty for something smarter and healthier.
What’s fueling this revolution? Clean-label ingredients and plant-powered additives. As wellness trends soar, people are ditching artificial sweeteners and chemicals in favor of natural, transparent formulas. Adaptogens (herbs that help manage stress and boost mental clarity) and thermogenics (metabolism boosters that help burn calories) are no longer niche – they’re becoming the cool kids on the block. Benefits like better sleep and improved mood are in high demand alongside the usual energy kick.
Crucially, these consumers refuse to compromise on taste. For years, buyers had two options: “tastes good but does nothing” or “works but tastes like punishment”. Not anymore. The new mantra is: why pick one when you can have both style and substance?
Flavor + Function, No Compromises
Enter Delulu™ | iShots Beverages Pvt. Ltd., a health-first functional food and beverage company with a vision to be India’s first world-class functional food and beverages brand that provides a one-stop nutrition solution to the health-conscious Indian consumer in innovative, scientifically designed, highly efficacious, natural formats.
Born in 2025, Delulu sits where functional nutrition meets youth culture, creating zero-sugar, zero-calorie energy drinks, protein bars and baked snacks for gamers, creators, night owls and everyday hustlers who want clean energy, better mood and real benefits without chemicals or bitter concoctions. Co-created with its community through on-ground research in co-working spaces and colleges, Delulu™ builds products and storytelling that match Gen Z’s personality.
Their mission is simple: To fix the nutrition gaps in India’s daily diet with natural, herb-powered, zero-sugar alternatives that taste delicious and ditch the junk—made in India, for the way India lives. The team blends ancient wisdom with modern science, mixing the best of Ayurvedic herbs (think Ashwagandha, Camomile, Brahmi, Shatavari) with vitamins, amino acids, and more. The result? Food & Beverages that “taste like fun but work like magic”. Whether you need sharper focus, a post-workout boost, immunity support, or just a moment of zen, Delulu™ has a concoction for you. And it’s not just drinks – the brand gets creative with format too. From grab-and-go protein bars and crunchy snacks, Delulu™ ensures that making healthy choices feels like a party, not a chore.
Hero Products: Fun and Functional
Delulu™’s product lineup proves that healthy can be delicious. Here are the hero products leading this functional wellness revolution:
Delulu™ Activate™ & Manifest™ (Energy Drinks): India’s first thermogenic and adaptogenic energy drinks, respectively. Activate fires up your metabolism and helps burn calories (thanks to Ashwagandha and other fat-burning herbs) while also reducing stress. Manifest elevates mood, enhances focus, and eases anxiety with calming adaptogens like Brahmi and L-theanine. Both come in refreshing flavors and are zero-sugar, zero-calorie – giving you a boost without the crash or the guilt.
Delulu™ SituationChips™ & Pookie Puffs™ (Protein Snacks): Crunchy, protein-packed munchies that make snacking fun and nutritious. SituationChips are baked multigrain chips (BBQ-flavored) and Pookie Puffs are cheesy herb-seasoned puffs – each delivering 10g of plant protein per pack. They’re guilt-free (no frying, no added sugar, no palm oil) and filled with wholesome ingredients like lentils, chickpeas, and jowar. In short, your favorite snack time indulgence just got a healthy upgrade.
DeluFlex™ & DeluFling™ (Healthy Ashwagandha, Shatavari & High Protein Bars): Decadent chocolate–coated bars infused with powerful Ayurvedic herbs. The Ashwagandha bar is a stress-busting treat that promotes calm focus and sustained energy – basically your secret weapon against a hectic day. The Shatavari bar features the famed “Queen of Herbs” for women’s wellness, helping to balance hormones and boost immunity while tasting like an indulgence. As well as High Protein Choco Cranberry & Coffee Bars. All bars are all-natural (0 added sugar, no artificial junk) and turn functional nutrition into a delicious delight.
From energizing drinks to nourishing snacks, every Delulu™ product embodies the mantra that health should taste awesome. Notably, you won’t find refined sugar or fake additives in these goodies – sweetness comes from natural sources, and flavors are 100% real. It’s wellness with a wink and a smile.
Leading a New Functional Revolution
With its innovative approach, Delulu™ isn’t just launching products – it’s pioneering a whole new category. The company’s vision is to be India’s first world-class functional brand, formulated in India for Indian needs but on par with global standards. That means high efficacy, rigorous science, and bold creativity in equal measure.
As demand for functional beverages and foods surges, Delulu™ is positioning itself at the forefront of this revolution. The brand’s bold goal of a healthier India – one sip (or bite) at a time – is backed up by first-of-their-kind products and an engaging, educative style. By making wellness cool, compact, and full of flavor, Delulu™ is turning health-conscious living into an enjoyable lifestyle choice for young India.
In a market ripe for change, Delulu™ plans to lead by example – making healthy the new default. India is ready for this functional beverage boom, and with Delulu™’s fearless, fun-loving spirit, a new wellness revolution is brewing.
Sip smart. Stay weird. Be Delulu™. 🚀
