SUCCESS STORY OF A BEVERAGE INDUSTRY – CASE

STUDY ON KALIMARK

1. INTRODUCTION:
KALIMARK is a century-old Indian soft drink which was established in the year 1916, as a
manufacturer and supplier of carbonated and non-carbonated drinks. Mr. P.V.S.K.Palani Appa
Nadar is the founder of the Kalimark who with the help of his wife Mrs. Unnamallai Ammal
and his three sons K.P. Rajendran, K.P.Dharma Rajan and K.P.Ganesan. Now, all the branches
of company are being run by the fourth-generation people. Currently, R.Palani Raj (the
proprietor of the company) is running the company in Tirunelveli. Over the years, Kalimark
grew into a beloved regional brand, best known for its flagship grape-flavored beverage,
Bovonto. Despite competition from multinational giants like Coca-Cola and Pepsi, Kalimark
has remained a preferred choice among consumers in South India, thanks to its deep-rooted
cultural relevance, consistent product quality, and clever adaptation to modern production
techniques.
2. FORMULATION:
The formulation of Kalimark’s beverages, especially Bovonto, is designed to cater to the
regional palate. Unlike the standard cola flavours, Bovonto’s formulation is based on a
synthetic grape flavour that offers a sweet, fruity, and slightly tangy taste. The drink contains
carbonated water, sugar, permitted synthetic flavours, food-grade acidulants (such as citric
acid), preservatives like sodium benzoate, and permitted colorants. Kalimark has also
developed other flavour variants such as Vibro (rose flavour), Solo (lemon), Fruit tang
(mango flavour) and the traditional Kali (ginger-flavoured), all of which are formulated to
meet local taste preferences.
The formulation process involves careful balancing of sweetness, acidity, and carbonation
levels to ensure a consistent flavour profile across batches. Kalimark also pays special
attention to the use of permitted natural and synthetic additives in accordance with FSSAI
regulations, ensuring both safety and appeal.
3. PROCESSING:
Kalimark has modernized its production processes while maintaining the original essence of
its products. The beverage production begins with water treatment through reverse osmosis
and UV filtration to ensure the removal of impurities. The water is then blended with pre-
measured quantities of sugar syrup and concentrated flavoring agents under hygienic
conditions. The mixture is carbonated using pressurized carbon dioxide, which is regulated to
maintain the characteristic fizz of the product.
The company uses both semi-automatic and fully automated bottling lines that include
steps such as rinsing, filling, capping, and labeling. These machines are calibrated to
minimize contamination and maintain consistency. Quality checks are carried out at each
stage to ensure that the product conforms to predefined standards.

4. PACKAGING:
Kalimark has adapted its packaging to suit both modern consumer demands and logistical
considerations. The company offers its products in glass bottles and PET bottles of varying
sizes (250 ml, 500 ml, and 1.5 L). The traditional glass bottles remain popular in rural and
semi-urban areas due to their recyclability and affordability, while PET bottles are favored for
portability and convenience in urban centers.
To enhance shelf appeal and brand identity, Kalimark uses vibrant, color-coded labels and
tamper-proof caps. Barcoding and batch identification are integrated into the packaging
process to enable traceability. Packaging materials are sourced from food-grade certified
suppliers, and the filling process is conducted under aseptic conditions to prevent microbial
contamination.
5. SHELF LIFE AND QUALITY CONTROL:
Kalimark beverages generally have a shelf life of 4 months, depending on the packaging
material and storage conditions. The company follows strict quality control measures to
ensure product stability throughout this period. Regular microbiological testing, pH analysis,
brix measurement (for sugar content), and carbonation pressure checks are performed at
multiple stages.
The company adheres to Good Manufacturing Practices (GMP) and has implemented
quality management systems in line with HACCP and FSSAI standards. Retention samples
from each batch are tested periodically to detect any changes in colour, taste, aroma, or
microbial load over time. Kalimark also conducts storage stability studies in both real-time
and accelerated conditions to validate shelf life claims.
6. PRODUCT CHARACTERISTICS:
The hallmark product Bovonto is recognized for its dark purple color, sweet grape flavor,
and moderate carbonation. It has a pleasant aftertaste and a slightly thicker mouthfeel
compared to international soft drinks, which resonates well with South Indian taste
preferences. The drink provides instant refreshment and is typically consumed chilled.
Other products such as Kali have unique functional characteristics, such as a spicy, ginger-
forward flavor profile that is believed to aid digestion and provide a cooling effect.
Kalimark’s products are often associated with traditional values, and their taste profiles are
closely linked to local cuisine, enhancing their cultural relevance and consumer loyalty.
7. MARKET PERFORMANCE AND STRATEGIC GROWTH:
Kalimark’s sustained success is a remarkable example of how a regional brand can thrive
amidst global competition. Despite having a relatively modest advertising budget compared
to multinational giants like Coca-Cola and Pepsi, Kalimark has successfully established a
unique identity rooted in local culture and consumer preferences. One of the key drivers of its
profitability is the strong brand loyalty it enjoys especially for its flagship product, Bovonto,
which has achieved near-cult status among the youth in Tamil Nadu. The company operates
through a cost-effective franchise model with over 20 franchise bottling units, significantly
reducing logistical expenses while also promoting local employment. Kalimark’s sales
figures are impressive, with an estimated 10 million bottles sold each month across Tamil
Nadu and parts of Karnataka and Andhra Pradesh. By keeping advertising and operational
costs low, the company maintains healthy profit margins. Its products are distributed through
more than 50,000 retail outlets, including local tea shops, small eateries, and modern
supermarkets, ensuring widespread market penetration. Additionally, Kalimark has begun to
attract export interest from the Tamil diaspora in countries like Malaysia, Sri Lanka, and the
UAE, further expanding its market reach and revenue potential.

8. CONCLUSION:
Kalimark's journey from a small-town soda company to a regional beverage powerhouse is a
testament to the power of localization, innovation, and brand trust. By focusing on the
specific needs and preferences of South Indian consumers, the company has successfully
competed with multinational corporations and maintained a strong foothold in the market. Its
ability to blend traditional flavors with modern food processing and packaging technologies
has enabled Kalimark to sustain product quality while scaling operations. Through strategic
formulation, consistent quality control, and effective branding, Kalimark continues to be a
symbol of regional pride and a case study in enduring business success in the Indian beverage
sector.
REFERENCES:

1. Kalimark Official Website & Company Reports.

https://kalis.in/aboutus.html – Company insights, product portfolio, and franchising
model.
2. Times of India (2021). How Kalimark's Bovonto Stayed Relevant Amid Global
Competition.
3. Sundaram, R. (2018). Marketing Strategies of Regional Soft Drink Brands in India:
A Case Study on Kalimark. International Journal of Management Studies
 INDIGENOUS SOUTH INDIAN BEVERAGE -
NANNARI SHARBAT

1. INTRODUCTION:
Nannari Sherbet is a traditional South Indian herbal drink made from the roots of the Nannari
plant (Hemidesmus indicus), also known as Indian Sarsaparilla. It has been consumed for
centuries, particularly in Tamil Nadu, Kerala, and parts of Karnataka, for its cooling
properties and medicinal benefits. Traditionally prepared as a homemade syrup mixed with
water and lemon juice. Nannari Sherbet has played a key role in local food culture and
Ayurveda-based wellness practices. However, in recent years, this indigenous beverage has
undergone significant transformation, both in formulation and processing, with the help of
advanced food and beverage technologies, allowing it to reach wider markets while
maintaining its authenticity.
2. FORMULATION:
The traditional formulation of Nannari Sherbet involves extracting the essence of dried
Nannari roots by boiling them in water, followed by filtering and mixing the concentrate with
sugar or jaggery to form a syrup. Lemon juice is often added during consumption for
enhanced taste and acidity. The modern formulation still retains the root extract as its core
ingredient, but advancements have enabled better standardization in terms of concentration,
sweetness (measured in °Brix), acidity, and microbial safety. Food-grade preservatives like
sodium benzoate, natural colorants, and citric acid are now added to improve shelf stability
and appeal. The use of food stabilizers ensures uniform dispersion of active compounds,
preventing sedimentation and ensuring product consistency.
3. CULTURAL SIGNIFICANCE:
Nannari Sherbet is deeply embedded in the cultural and culinary traditions of South India. It
is often served during summer festivals, religious occasions, and family gatherings. In rural
households, preparing Nannari syrup is seen as a generational practice handed down through
families. It is also widely sold in street-side stalls and traditional herbal outlets, especially in
temple towns and pilgrimage sites. The drink symbolizes a connection to nature, health, and
heritage, often consumed as a natural coolant to beat the heat. Its popularity reflects not just
its flavor but its cultural identity as an indigenous alternative to synthetic soft drinks.

4. HEALTH BENEFITS:
Nannari Sherbet is not just a refreshing beverage but also a functional drink with notable
health benefits. The Nannari root is known in traditional medicine for its detoxifying,
diuretic, and blood-purifying properties. It is also believed to aid digestion, reduce body heat,
relieve urinary tract infections, and alleviate joint pain. The root contains active compounds
such as hemidesmin, tannins, saponins, and flavonoids, which contribute to its antioxidant
and antimicrobial activity. With increasing awareness about natural and plant-based wellness
drinks, Nannari Sherbet is being recognized as a nutraceutical beverage with significant
potential in the functional food market.

5. TRANSFORMATION BY ADVANCED TECHNIQUES:

To meet modern consumer demands and regulatory standards, several advanced techniques
have been introduced in the production of Nannari Sherbet:
  Extraction Technology: Traditional root boiling has been replaced or complemented
by advanced methods such as supercritical fluid extraction, cold press extraction,
and ultrasonic-assisted extraction, which yield higher concentrations of bioactive
compounds with better flavor and color retention.
 Pasteurization and Aseptic Processing: These techniques ensure microbial safety
and extend shelf life without altering the natural flavor. Hot fill and flash
pasteurization are commonly used in commercial bottling.
 Filtration and Clarification: High-speed centrifugation and membrane filtration
(e.g., ultrafiltration) help clarify the syrup and remove suspended solids, enhancing
visual appeal and consistency.
 Shelf-Life Extension: The addition of natural preservatives and the use of Modified
Atmosphere Packaging (MAP) or vacuum sealing helps increase shelf life while
keeping the formulation clean-label.
 Packaging Innovations: Instead of just reusable glass bottles, Nannari Sherbet is
now available in PET bottles, tetra packs, and ready-to-drink cans, making it
accessible to urban and global consumers. Barcode-based traceability, tamper-proof
seals, and QR-code-enabled product information have also been introduced in some
brands.
 Smart Labeling and Branding: Companies are leveraging digital marketing,
nutraceutical labeling, and storytelling rooted in Ayurveda to promote Nannari
Sherbet to health-conscious consumers worldwide.
 Quality Control and Standardization: Implementation of HACCP, ISO 22000, and
FSSAI standards has enabled scale-up of production without compromising quality.
Instruments like HPLC and UV spectrophotometers are used to ensure phytochemical
integrity and batch-to-batch consistency.
These transformations have helped Nannari Sherbet evolve from a home-based seasonal
drink to a commercial health beverage now sold in supermarkets, organic stores, and online
platforms.

6.CONCLUSION:
The journey of Nannari Sherbet from a humble traditional remedy to a scientifically
processed and widely marketed beverage exemplifies the potential of regional drinks in the
modern food industry. Through advancements in extraction, packaging, and quality control,
the beverage has successfully adapted to contemporary consumer needs without losing its
cultural and medicinal essence. As demand for natural, functional, and indigenous beverages
rises globally, Nannari Sherbet stands out as a shining example of how innovation can
preserve tradition while enhancing commercial viability.
REFERENCES:
 Suresh, P. & Devi, P. S. (2019). A Review on the Phytochemistry and
Pharmacological Properties of Hemidesmus indicus (Indian Sarsaparilla). Journal of
Ethnopharmacology, 243, 112090.
 Gowda, B. V., et al. (2021). Emerging Technologies in Traditional Herbal Beverage
Processing. Trends in Food Science & Technology, 109, 537–548.
 Kumar, M. & Kumari, A. (2020). Functional Herbal Beverages: A New Era in
Health Drink Development. International Journal of Food Science and Nutrition, 5(2),
25–33.