About Us
It all began on a seemingly ordinary day in September 2014. Prime Minister Narendra Modi's call to action at a food park inauguration sparked a revolution in the minds of a group of millennials. His challenge – for beverage companies to infuse real fruit into their drinks – resonated deeply. We, like many others, harboured a deep nostalgia for the fizzy joy of childhood sodas, but our growing health consciousness yearned for a guilt-free alternative.
This craving became the cornerstone of Iconic Beverages. We saw an opportunity to bridge the gap between taste and nutrition by launching the fruit sodas brand Jurru. We envisioned a soda that would satisfy the taste buds without compromising health or authenticity.
Real fruit became our unwavering commitment as a sweetener, a mission not without its challenges. Ditching artificial options meant mastering a unique blend – the art of using fruits. We embarked on a journey of meticulously blending various fruits to achieve the perfect blend of sweetness and flavour without any added sweetener or colours.
This wasn't a simple feat. We encountered numerous hurdles along the way. Sweetening beverages solely with real fruit required a deep understanding of natural sugars and their complex interactions. But fuelled by the desire to offer a healthy take on a nostalgic love, our goals never faltered. We persevered, pouring our dedication into crafting a beverage that would redefine beverage for our generation.
Today, Iconic Beverages stand as a reflection of that journey. We offer a range of delicious sodas, crafted with real fruit, bursting with flavour, and free of artificial sweeteners and colours. Jurru is the perfect marriage of taste and health, a refreshing fruity flavour that allows you to embrace your inner child without compromising on your well-being. So, grab a bottle, enjoy the guilt-free flavour, and discover a truly iconic taste.
Story behind the bubbles
Once upon a time, on a September day in 2014, a momentous event unfolded—an action that would spark the idea of Iconic Beverages. It was a day like any other, until Narendra Modi ji, our honorable Prime Minister, stood before a crowd at the inauguration of a food park, issuing a challenge to companies selling aerated beverages. He urged them to infuse at least 5% real fruit into their drinks, a simple yet profound gesture aimed at supporting our farmers and providing a healthier alternative to the consumers.
Inspired by this speech, we embarked on a quest to revolutionize the beverage industry with this small step forward. Fueled by our desire to address a personal struggle shared by many millennials, the journey began. We millennials, with our fond memories of sugar spiked, fizzy colas and sodas during our school days, found ourselves at a crossroads. While our love for these "Cool Drinks" remained unwavering, our growing awareness of health and wellness left us longing for a guilt-free indulgence.
This laid the foundation for Iconic Beverages and Brand Jurru. Armed with a idea to marry taste and nutrition, our team set out to create a range of sodas that would tantalize the taste buds without compromising on quality or authenticity. And thus, the journey of crafting beverages sweetened only with real fruit began.
As we embarked on this journey, we encountered challenges aplenty. Sweetening our drinks without using any kind of added sweetener posed its own set of hurdles. So we chose to provide sweetness to our sodas only through fruits that required us to master the delicate art of blending multiple fruits to achieve the perfect balance of sweetness and flavor.
Transparency and integrity form the bedrock of our ethos. In a world where labels can deceive and marketing gimmicks abound, we stand firm in our commitment to honesty and authenticity. What you see is what you get—a beverage crafted with care, free from sweeteners of any kind. We wouldn't dream of selling anything we wouldn't wholeheartedly consume ourselves.
Education is empowerment, and we strive to empower our consumers with knowledge. We invite them to join us on this journey of discovery, to ask questions, and to seek truth in every sip. Your feedback is not only welcomed but cherished, as we continuously strive to refine and improve our offerings, guided by your insights and preferences.
In our pursuit of excellence, sustainability is not just a buzzword—it's a way of life. We source our ingredients locally, supporting farmers and reducing our carbon footprint. Our commitment to eco-friendly practices extends to every aspect of our operations, from production to packaging, ensuring that our beverages reach you in the most sustainable way possible.
So here we stand, at the dawn of a new era wherein we the current and the future generations try to balance our taste and nutrition while causing minimum harm to our environment around—Here is to our humble and sincere beginning. As you raise a glass to toast to the future, remember the story behind the bubbles, and join us in raising the bar for what a soda can be.
Cheers to a healthier, happier tomorrow!
Team Iconic
