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The Fizz in #VocalforLocal

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The Fizz in #VocalforLocal
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By Subhojit Panda

Indian summers are incomplete without aerated drinks and beverages. They not only provide essential hydration but also offer certain rich nutrients to beat the heat.

Home-grown beverage companies are also leaving no stone unturned to lure consumers with their unique, tangy-flavoured products. Cuttack-based Odiray Industries Limited has been making waves in the industry lately and giving a tough fight to the cola giants.

The Fizz in #VocalforLocal 1
Deben Ray

“The sole aim was to provide urban Indian youth with a simple, on-the-go solution for complete health and nutrition through our products”, says Deben Ray, Managing Director, Odiray Industries Limited.

A self-made first generation entrepreneur, Ray started off his entrepreneurial journey in 2010 by forming Odiray Industries Limited. The company launched its first product, jeera-flavoured soft drink under the brand name ‘Spice Up in 2011. Affordable with funky packaging and uniquely flavoured, the soft drink was able to connect with the consumers quickly. Since then, there has been no looking back.

Today, the company has a rich haul of products in Mineral and Aerated Waters, soft drinks, Fruit Drinks and Other Non-alcoholic Drinks. The products include Spice-Up, Spice-up Chilliz, Mix-Up Club Soda, Kanzi, Fridoo, Glucorine Plus, Pani, etc.

After tasting success with Spice-Up, the company rolled out Spice-Up Chilliz, another soft drink product which encompasses the lime and chilli flavour. The carbonated fruit beverage products like Fridoo and Kanzi have taken the market by storm with their rich and unique flavours.

A ting of fizz and amazing Indian flavours of lemon, orange and litchi, Kanzi and Fridoo are perfect for every beverage lover. ‘Mix-Up Club Soda’, the club soda product of Odiray gives the exact fizz that everyone loves.

The carbonated beverage offers the goodness of carbonated water and mineral salts to refresh and recharge instantly. The company forayed into the packaged drinking water category with its product ‘Pani’.

A symbol of goodness and purity, Pani has been a household name in the state and stands true to its promise of providing safe and pure mineral water to consumers.

The company went a notch above by producing ‘Dhisoom candy’. The tamarind-flavoured candy with a masala twist is a hit among the consumers. Also, Glucoline Plus has struck the right chords with the customers.

An affordable, on-the-go re-hydration solution, Glucorine Plus comes packed with great taste and instant energy and intends to enhance the hydration category especially during the summers.

It is available in two tasty flavours of Orange & Lemon. Not only in Odisha, but they also have their presence in neighbouring states like West Bengal and Jharkhand.

Ray, who believes in the philosophy of hard work and sheer dedication, won plaudits for his philanthropic activities during the lockdown period owing to COVID-19 pandemic.

Under his able guidance, the company distributed energy drink packets to cops and traffic policemen to help them beat the heat and fight the pandemic.

The company has been recognized nationally and internationally for its innovative and quality offerings. Some of the felicitations include ‘Outstanding Achievement Award for Business Excellence’ in Bangkok, Best Emerging Brand in Beverages at the APSA 2019 and Sambad Corporate Excellence Award 2018′.

With #VocalforLocal trending on social media, Ray aspires to take the company to new heights in the future. The company is mulling to introduce new products with different flavours in the market soon.

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