Guwahati: Northeast’s FMCG landscape is evolving, with local brands stepping onto the national stage. One such name is 'Local All Natural Soda,' a Mizoram-based craft soda brand redefining the beverage sector by blending indigenous ingredients with sustainability-driven practices. Co-founded by Zomawii Khiangte and Felipe Rodriguez, the brand emphasizes sourcing ingredients like pomelo, roselle, and dragonfruit directly from farmers across the Northeast. Since its inception in 2021, it has expanded distribution to major metropolitan cities such as Bengaluru, Delhi, Mumbai, and Pune, capturing the attention of eco-conscious and health-focused consumers. It is one of the first FMCG brands from the Northeast to tap into the quick-commerce distribution channel in urban India.
In 2024, Tui Bon Naturals achieved a remarkable milestone as Mizoram’s first startup to secure equity funding, raising around Rs 10.4 crore ($1.25 million) in seed funding.
In an exclusive interview with Pankhi Sarma for Business North East (BNE), Zomawii Khiangte, the driving force behind Local All Natural Soda, shares the brand's milestones, its ethos of promoting Northeast culture, and its plans to establish a national footprint while staying true to its roots.
Excerpts from the Q&A Interview
BNE: Could you give us a brief overview of what you have achieved with your brand so far?
Zomawii Khiangte: Our brand, Local All Natural Soda, was launched in 2021. Initially, we focused on distribution within the Northeast, covering regions like Nagaland, Shillong, Guwahati, and Mizoram. Recently, we have expanded our reach to metro cities like Bangalore, Mumbai, and Delhi. We are proud to share that we are likely the first FMCG brand from the Northeast to enter the quick-commerce distribution channel in metro cities. Our unique selling proposition (USP) lies in sourcing ingredients directly from farmers across the Northeast. As a Northeast-based brand, our vision has always been to promote the region’s rich culture and natural resources through our products.
BNE: What marketing and sustainability strategies are you implementing to differentiate your brand?
Zomawii Khiangte: As I often say, you can have the best product in the world, but without effective marketing and sales, its potential remains untapped. A significant part of our strategy is ensuring that our target audience understands the ethos of our brand. We emphasize sustainability practices that celebrate the diversity of the Northeast. For example, we actively highlight the origins of our ingredients and our dedication to supporting farmers in the region. These elements define our USP and distinguish us from competitors in the beverage industry.
BNE: What challenges have you faced, and how did you tackle them?
Zomawii Khiangte: One of the biggest challenges we face as a Northeast-based brand is related to infrastructure—especially roads, electricity, and logistics. Meeting deadlines, particularly for our metro city distributions, becomes difficult during the monsoon season due to poor road conditions. To tackle these issues, our team has adopted proactive measures like better communication, advanced planning, and allowing additional lead time for deliveries. While these are temporary fixes, addressing these systemic challenges requires better government policies. As a business, we continuously engage with policymakers to voice these concerns.
BNE: How did you design your standout packaging and select the right vendor?
Zomawii Khiangte: Packaging and branding are integral to our identity. We collaborated with an award-winning artist with national and international recognition to design our labels. We were fortunate to work with her in the early stages of our business when her services were still affordable. Our vision was to create a brand that resonates on a pan-India level.
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BNE: What was the initial market response to your product, and how did you address consumer feedback?
Zomawii Khiangte: As with any FMCG product, consumer taste plays a key role. Preferences vary widely—some like sweeter flavours, while others prefer less sweetness. We aimed to create a balanced flavour profile that appeals to a broader audience. Compared to most competitors, our products have less sugar. We use fresh, natural ingredients. Staying true to these principles has been our guiding model, even as we develop new flavours.
BNE: What is your vision for the brand’s future? Are you targeting specific markets or demographics?
Zomawii Khiangte: Our vision is to become the drink of the Northeast while gaining national recognition. We are focusing on building brand familiarity through events, social media influencers, and taste-testing campaigns in metro cities like Delhi, Mumbai, and Bengaluru.
BNE: Have you reached profitability yet?
Zomawii Khiangte: We are not yet a breakeven company since we have been only three years into operations. However, we aim to become profitable by 2025.
