The Indian Council for Research on International Economic Relations (ICRIER) conducted a thorough analysis which concluded that the market for non-alcoholic beverages in India will expand at a compound annual growth rate (CAGR) of 8.7 percent and reach Rs 1.47 trillion by 2030. Non-alcoholic beverages are soft drinks that are either alcohol-free or have less than 0.5 percent alcohol by volume. Examples of typical non-alcoholic beverage varieties include carbonated soft drinks, juices, bottled water, sports and energy drinks, ready-to-drink tea and coffee, and more.

Consumers want beverages that are natural and low in calories without sacrificing flavor as they strive to live a healthy lifestyle. The demand for innovative product varieties similar to alcoholic beverages in terms of taste, texture, and color is a critical factor that stimulates the industry's growth. Booch Beverages came into existence to fulfill the demands of the present-day consumer. Founded in 2019 by Shashank Gupta, who has more than a decade of experience in the consumer goods industry, the key insight behind launching Booch was that most people drink alcohol to relax, not to get drunk.

Booch is a natural drink that helps consumers chill and unwind. The brand is attempting to fill a void in the beverage market by providing a drink that helps one relax without getting high. Booch-The Chill Drink has a distinct flavor unique to non-alcoholic drinks.

Shashank says, Our product is preferred by people who like the taste of alcohol because Booch is fermented over 30 ­ 60 days. Booch has the flavor of an alcoholic drink without being alcoholic. We conducted extensive research to learn consumer preference to improve our product and to ensure that it has a distinctive but preferred taste”. Booch claims to help people relax and enjoy themselves while staying sober, hence the tagline- Fly Sober.

Booch Beverages is a pioneer of fermented non-alcoholic drinks and enjoys a unique consumer base. Booch is distinct from typical soft drinks, cold drinks, health drinks, mocktails, and hard drinks; It is a natural CHILL DRINK that exists to put a little chill into its consumer's life by acting as a stress buster. Booch contains L-Theanine, an amino acid extracted from green tea which is known to stimulate alpha waves in the brain to help consumers relax. Another significant characteristic of Booch is that it has fewer calories than other beverages.

Booch has proved that non-alcoholic drinks need not taste like soft drinks or have high calories to be enjoyable and relaxing. Booch is leading the trend where alcohol consumption is no longer necessary for social integration; everyone can blend in and feel good about their preferences. The firm's target consumers are students and working professionals, particularly those in high-stress fields like engineering, medicine, and information technology.

The company continuously innovates, which is why it collaborates with Research and Development and testing labs. Regular lab batch pilot tests are done to enhance quality and improve the drink's flavor. The company conducts extensive testing and experimentation because it believes that a product in the market should only be changed based on irrefutable data from the lab and consumers. Booch Beverages has partnered with offline modern trade stores across Bangalore and online players like BigBasket, Swiggy, Instamart, Amazon, Flipkart, and so on, to bring the product to the consumers.