TBH Enters Coconut Water Segment as Ghodawat Consumer Limited Broadens Better for You Offerings

Ghodawat Consumer Limited (GCL), the FMCG arm of Sanjay Ghodawat Group (SGG), announced the launch of TBH Coconut Water, marking the brand’s entry into the rapidly growing natural hydration market. The launch broadens the ‘To Be Honest’ portfolio beyond its core healthy snacks made from 100% real fruits and vegetables, extending the brand’s clean-label philosophy into beverages. This new offering contains extracts from fresh coconuts sourced from Tamil Nadu with no added sugar, no concentrates and no added flavours, maintaining the natural taste and electrolyte content of coconut water.

The product is available in a 200 ml pet bottle priced at ?60, reinforcing Ghodawat Consumer Limited’s focus on making quality, ingredient-led products accessible to everyday consumers.

The launch aligns with a broader shift in consumer preferences, as Indian consumers increasingly seek functional beverages that support active and health-conscious lifestyles. Industry estimates indicate that the Indian functional beverages market, valued at USD 6.9 billion in 2025, is projected to reach USD 18.8 billion by 2034, growing at a CAGR of 10.74% between 2026 and 2034. Within this landscape, the packaged coconut water segment is witnessing faster growth than traditional beverage categories, driven by rising demand across general trade, modern trade, and e-commerce channels.

Salloni Ghodawat, CEO, Ghodawat Consumer Limited, said, “TBH was created on the belief that better everyday choices should be built on real ingredients. As the brand evolved, hydration emerged as a natural extension of healthy consumption alongside snacking. The launch of coconut water marks TBH’s first step into beverages and reflects a natural progression rather than a strategic shift. It is simple, functional, and firmly aligned with our ingredient-first philosophy.”

Ghodawat Consumer Limited will follow a measured and disciplined scale-up strategy, prioritising distribution strength, consumer relevance, and repeat consumption over rapid line expansion. The product will be rolled out initially through general trade, leveraging TBH’s established distribution network across India. Marketing efforts will focus on strong point-of-sale visibility, pack-led communication, and clear ingredient messaging, aimed at enabling transparency and driving organic adoption.

TBH Coconut Water is produced through minimal processing, with emphasis on rapid extraction, stabilisation, and packaging to preserve freshness. The product is not reconstituted from concentrate and contains no artificial boosters or additives, responding to growing consumer demand for authentic, clean-label functional beverages.

The coconut water category itself is undergoing a structural shift—from largely unorganised, informal consumption to branded and packaged formats that offer consistency, safety, and transparency. This evolution presents a strong opportunity for credible FMCG players with robust sourcing and clean-label credentials. For TBH, the entry represents a clear and complementary growth pathway, supported by an existing consumer base that values ingredient transparency and is well-positioned to drive trial, repeat, and cross-category consumption.