Mumbai: House of Bindu, the FMCG arm of SG Corporates and a leading food and beverage brand from Karnataka, has unveiled its new corporate film that honors the company’s remarkable journey—highlighting the legacy of its founder, Sathya Shankar, the deep community impact, and the growing popularity of its flagship product, Bindu Fizz Jeera Masala.
Watch the film here: https://youtu.be/fAXMOB54TYo
Rooted in a legacy of taste, trust, and tradition, the film reflects the company’s evolution from humble beginnings in 1987 to becoming an ₹800-crore FMCG enterprise. From driving an auto rickshaw to building one of South India’s most recognized beverage brands, Mr. Sathya Shankar’s story exemplifies resilience and vision.
“We are one of the first brands to introduce ethnic flavours where there are far too many foreign flavours,” said Megha Shankar, Director – Marketing and Strategy, SG Corporates. “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 preparing for a full-scale pan-India rollout, beginning with high-impact expansion across Uttar Pradesh, Bihar, West Bengal, Maharashtra, Gujarat, Rajasthan, Punjab, and Delhi-NCR. With a target to reach ₹1,000 crore in revenue over the next three years and leverage a network of over 5 lakh retailers, the brand is ready for its national debut.
“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,” added Megha Shankar.
The corporate film, produced by PivotRoots, emphasizes House of Bindu’s grassroots impact and national aspirations. “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,” said Hetal Khalsa, Co-founder and CCO, PivotRoots.
From just 15 employees at inception—who still work with the company—to over 2,500 direct and 8,000 indirect employees today, SG Corporates has grown into a powerhouse with three manufacturing units, 1,500+ distributors, 20+ warehouses, and over 200,000 retail outlets.
As the company charts its Vision 2030, House of Bindu aims to become India’s most loved homegrown beverage brand. Through agile supply chains, emotionally resonant products, and strong partner networks, the company’s promise is simple yet powerful: “Deliver not just taste, but the pure taste of happiness.”
