Ghodawat Consumer (GCL), the FMCG arm of Sanjay Ghodawat Group (SGG), has acquired the start-up Coolberg, which offers malt-based flavoured non-alcoholic beverages.
Founded by Pankaj Aswani and Yashika Keswani in 2016, Coolberg has been one of the pioneers of the malt-based beverage category in India and has scaled its distribution in more than 200 cities and across 10 countries.
On the other hand, founded in 2013, GCL started its journey by manufacturing edible oils and was encouraged to expand and diversify its product portfolio to include staples, impulse, home-care, and personal care categories.
Coolberg will become part of the Impulse division of GCL and the aim is to become the biggest brand in its category across the globe. The entire Coolberg team will join GCL and will continue on the mission to develop a portfolio of new-age premium beverage brands.
Shrenik Ghodawat, Managing Director, GCL, said, “Our investment in Coolberg is a testimony to our commitment to enhancing lives globally. Our goal is for the consumer to utilise at least one product from GCL throughout the day. We are excited about this partnership as Coolberg has created a niche name for itself in the non-alcoholic beverage industry. We look forward to working with the highly experienced team of Coolberg as we further expand the business going forward. We are certain this partnership will take the brand to new heights of success and make it a leading name across the globe.”
Yashika Keswani, Co-founder of Coolberg, said, “Coolberg is a lifestyle brand that has built a strong loyalty amongst its customer base. With this partnership, we are now aiming to accelerate the growth of the brand exponentially in both domestic and international markets.”
“GCL has been built on strong fundamentals, and it touches the lives of millions of consumers on daily basis. We are happy to be a part of this journey and build a robust ecosystem for beverage brands,” added Pankaj Aswani.