The advertisements are all over, bombarding us with calls to sip soft drinks, health, sports and fruit drinks.
Yet, for all the hype on television and other advertising media, store-bought packaged beverages constitute only a small portion of non-alcoholic beverages consumed in the country, says a study.
The survey of 8,300 people across 15 cities by Boston Analytics reveals that urban and suburban Indians consume non-alcoholic store bought beverages less than once a day.
But make no mistake, Indians remain big guzzlers and sip 120 billion litres of non-alcoholic drinks every year, but only 5 per cent of it is accounted for by store-bought packaged beverages.
In other words, the bulk of India is content with home-brewed drinks, squashes and small-scale and shop-mixed juices and ethnic favourites such as nimboopani (lemonade), shikanjvi and kanji.