Mumbai: Secret Sauce Communications, a corporate reputation, PR, and communications agency, has secured the national PR mandate for Bindu Fizz Jeera Masala, a flagship brand under the Karnataka-based food and beverage enterprise SG Corporates. This collaboration marks a strategic push for Bindu as it gears up for nationwide expansion, leveraging its 25+ year legacy and stronghold in South India.
The appointment of Secret Sauce comes at a critical juncture as the House of Bindu looks to extend its presence beyond Southern markets and bring its iconic ethnic beverage to a broader Gen Z and millennial audience across India. Secret Sauce will lead the brand’s corporate communications strategy, drive thought leadership initiatives, and execute high-impact PR campaigns aimed at creating nationwide resonance for Bindu Fizz Jeera Masala.
With younger consumers increasingly embracing ethnic flavors, the campaign will focus on positioning Bindu Fizz Jeera Masala as a bold, youthful, and culturally rooted beverage choice.
Megha Shankar, Director – Strategy & Marketing, SG Corporates, said, “Bindu with its rich legacy in South India & as a proud Make in India brand, is 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. With this partnership, we aim to create strong consumer connections and establish Bindu as one of the leading beverage brands across India.”
Shalini Gupta, Founder & Director, Secret Sauce Communications Pvt Ltd, added, “We are happy to partner with House of Bindu which has a rich legacy and strong consumer connect. With our unique narrative, thought leadership and PR approach in crafting an identity we hope to manage perceptions and thus help them gain new market success. This association is a testimony to the dedication and impact-driven approach of our team. Our goal is to partner and position House of Bindu as a leading food and beverage company with innovative ethnic flavors and strong sense of the customer pulse across India.”
SG Corporates, the parent company of House of Bindu, traces its roots to the entrepreneurial vision of Mr. Sathya Shankar, who began his journey in 1987 with an automobile spare parts shop in Puttur. Over the years, the group has diversified into finance, packaged water, fruit processing, organic farming, and F&B manufacturing. Today, SG Corporates manages a distribution network spanning 7 states, with 20+ warehouses, 1,500+ distributors, and over 200,000 active retail outlets across India.
With an expanding national footprint across Maharashtra, Goa, West Bengal, Uttar Pradesh, and beyond, the renewed brand push backed by Secret Sauce is expected to solidify Bindu Fizz Jeera Masala’s position as one of India’s most compelling ethnic beverage brands—offering the “pure taste of happiness.”
