TLDR: House of Bindu, a Karnataka-based food and beverage company, has launched a new corporate film celebrating its journey from humble beginnings to an Rs 800-crore enterprise. The film highlights the vision of founder Mr. Sathya Shankar, the brand’s impact on society, and its successful expansion plans to become a pan-India FMCG powerhouse, focusing on its popular Bindu Fizz Jeera Masala.
House of Bindu, a leading food and beverage company based in Karnataka, announces the launch of its new corporate film, which celebrates the vision of its founder, Mr Sathya Shankar, the impact it has had on the society and other stakeholders, and their successful business journey towards becoming a Rs 800-crore enterprise today nurturing a dream to be a pan-India food and beverage company.
A Legacy Built on Taste, Trust & Tradition
Rooted in the entrepreneurial vision of Mr Sathya Shankar, SG Corporates has evolved from humble beginnings in 1987 to a diversified FMCG powerhouse. From starting as an auto rickshaw driver to launching Bindu Mineral Water in 2000, the brand’s journey mirrors India’s own consumer evolution—where trust, tradition, and taste drive loyalty.
By setting up his first plant in the town of Puttur, in southern Karnataka, in 2000, Mr Sathya Shankar, the Chairman and Managing Director of SG Corporates, aspired to create jobs for the local community and improve their lives.
“We are one of the first brands to introduce ethnic flavours where there are far too many foreign flavours,” says Megha Shankar, Director-Marketing and Strategy, SG Corporates which has House of Bindu as the FMCG arm. The company started with Bindu Fizz Jeera Masala, which has become the most loved carbonated ethnic beverage in the South. The brand now includes a range of beverages with ethnic flavours and fruit-based drinks in its portfolio.”
Building on this success, House of Bindu is now targeting the national market, with a high-impact rollout across Uttar Pradesh, Bihar, West Bengal, Maharashtra, Gujarat, Rajasthan, Punjab, and the Delhi-NCR region. House of Bindu has set itself an ambitious revenue goal of Rs 1,000 crore over the next 3 years, by leveraging more than 5 lakh retailers. “We are now set to expand nationwide, introducing our much-loved Bindu Fizz Jeera Masala to a wider audience while staying true to our roots. Our focus is bridging tradition with innovation to make the brand relevant for today’s Gen Z and millennial consumers”, Megha added.
The company has two more production units in Sangareddy, Telangana, and a state-of-the-art manufacturing unit in Visakhapatnam to cater to its nation-wide customer base, and a digital-first approach is important to raise awareness about the brand’s legacy.
Hetal Khalsa, co-founder and CCO, PivotRoots, maker of the film mentioned: “We are excited to collaborate with Bindu and bring its legacy to a larger audience through strategic storytelling and digital innovation. Our goal is to reshape perceptions, deepen consumer engagement, and position Bindu not just as a beverage but as an essential part of everyday moments across India and this film is the 1st step towards that.”
Having started with just 15 employees, who continue to work even today, they now have 2,500 direct employees, and 7,000 to 8,000 indirect employees. The positive impact that the company has had on the local community, especially by providing equal opportunities for women, has enabled it to strengthen its brand and position in the beverage market, and will continue to be critical in its national growth journey.”
With 20-plus warehouses, 1,500-plus distributors, and a retail footprint spanning over 200,000 active outlets, SG Corporates has built one of South India’s most agile and responsive FMCG supply chains.
Vision 2030: From Regional Star to National Icon
With its expansion strategy in motion, House of Bindu is set to redefine “Indian refreshment” by bringing authentic, emotionally resonant beverages to the mainstream. Backed by agile supply chains, strong channel partnerships, and consumer-first innovation, the company’s vision is to emerge as India’s most loved homegrown beverage brand—delivering not just taste, but the “pure taste of happiness.
