Jade Forest, the latest addition taking over with their thirst quenching product range | Business Upturn

Jade Forest, the latest addition taking over with their thirst quenching product range


Founded by experienced entrepreneurs from the F&B industry, Jade Forest has made a splash in the Indian market with its Premium Indian Tonic Water and Ginger Ale. Both the founders have utilised their experience from their previous ventures, in order to build Jade Forest, which is incubated by one of the country’s leading sector agnostic incubators based in Gurgaon, Huddle, whose portfolio consists of other consumer brands like Ketofy, Poshtick, as part of their portfolio.

Shuchir Suri, as part of his first and previous entrepreneurial endeavors established Food Talk India, which became India’s largest food discovery and experience platform before moving onto establishing Jade Forest. His thought process behind creating this brand was to provide the Indian consumer market with healthier options to consume premium beverages. His co-founder, Punweet Singh with over 10 years of experience in the manufacturing and F&B space is the former co-founder of New York Slice, a fast-casual dining chain serving authentic New York Style pizza to patrons across the city. The company successfully operated a network of 5 company owned outlets in high footfall locations before being acquired by an Indian firm “Reach 2 Target Pvt Ltd.

The inspiration to experiment and develop Jade Forest stemmed from two emerging trends currently taking place in the beverage industry; the need for low calorie and low sugar carbonated beverages and growth in the consumption of carbonated beverages which is expected to double by 2021 in India.


“We’ve worked very hard to align our brand and product with what consumers want and we’re glad to say that Jade Forest provides a delicious solution to both consumer needs and industry trends. All our beverages have something in common, better ingredients and less sugar! Our strategy lies in making great tasting beverages without compromising on health and quality,” says Punweet Singh.

Jade Forest is currently present in over 75 of the top bars, restaurants and hotels in Delhi/NCR. Some of their key account holders include, Olive Bar and Kitchen, Dear Donna, Bo Tai, Plum By Bent Chair, Townhall and many more. You’ve probably seen, tasted or been served their thirst quenching and highly popular beverages, through the multiple interactive activations they have conducted!

Over the past couple months, Jade Forest has conducted bar takeovers and held exclusive events at some of the city’s most popular locations, some of which include: Dear Donna, Serai, Olive, Side Car, FIO, Plum by Bent Tree and Dragonfly.


Countless tastings later, they sourced the right elements in perfect proportion to create a blend that forms a full and bountiful flavour, free from any artificial sweeteners or unnatural colours.

Jade Forest’s go-to-market strategy was to initially target the HoReCa segment. Doing so played a key role to the growth of their company. By offering a unique set of products that respond directly to the market needs, they have created value to many players in this space. In addition to fuelling growth, it has also helped in defining lifestyle changes of the modern consumer.

“Within a short period of time, we have managed to disrupt the traditional menus by adding a category of premium carbonated beverages that were earlier dominated by the big brand names. Our sales channels are not restricted to just HoReCa as we are also available in modern trade as well as our dedicated online store,” adds Shuchir Suri.

From zero artificial ingredients, to the way they make you feel, Jade Forest brings you a bespoke range of premium carbonated beverages.

The team is said to be working on a range of exciting flavours and products that will complement their existing product line up. These new additions are set to hit restaurants and retail shelves by the end of the year.

Jade Forest aims to provide beverages that are great tasting and refreshing. As recently quoted, one of the founders summed it up tastefully, ‘Our Strategy is simple – Making great tasting beverages without compromising on health, taste and quality.’