About Founder:
Rajat Keshri is a commerce graduate and a startup founder with prior experience in the beverage distribution industry. Passionate about health, wellness, and building consumer first solutions, he conceptualized Klue Drinks to bridge the gap between hydration and pleasure. His hands-on entrepreneurial approach, combined with market understanding, drives Klue’s strategy and innovation.
Vision:
To become India’s most loved and trusted hydration brand by offering clean, tasty, and functional beverages that inspire healthier living.
Mission:
To make hydration enjoyable and accessible through natural, zero-calorie drinks that replace sugar-laden options, while promoting wellness and sustainable consumption habits.
Employees (direct, indirect):
Direct: 3
Indirect: 12+
Farmers associated (direct, indirect):
Direct: 1 (via 1 FPO)
Indirect: 10+ (via ingredient sourcing channels)
Areas of operation:
Currently operating in Bihar and Maharashtra, with initial distribution focused in Patna. Plans to expand across Tier 1 and Tier 2 cities in Eastern and Western India.
Product/service portfolio:
Klue Drinks offers a curated range of zero-calorie, zero-sugar, naturally flavored water beverages crafted with clean-label ingredients. Each SKU is designed to solve the dual challenge of hydration and taste, particularly targeting younger demographics who are increasingly conscious of health, sugar intake, and functional value in what they consume.
Our product portfolio currently includes two primary SKUs:
- 250ml PET bottle priced at ₹20
- 500ml PET bottle priced at ₹35
Each drink features subtle natural flavors extracted from fruits and herbs, without artificial sweeteners, preservatives, or colorants. The flavors are designed to be refreshing yet light, offering a guilt-free alternative to traditional sodas, sugary juices, and energy drinks.
The beverages fall under the category of functional hydration—promoting better daily water intake while aligning with fitness, wellness, and lifestyle aspirations. With sustainability in mind, Klue also aims to explore recyclable packaging options as we scale.
In addition to product development, Klue is building a community-first brand through taste trials, digital engagement, and health-forward messaging. The brand experience is youthful, aspirational, and rooted in authenticity—appealing to both the urban India 1 class and the aspirational India 2 market.
Our go-to-market strategy includes onboarding regional distributors, leveraging D2C channels, and creating presence in cafés, colleges, and wellness events. We have already onboarded six distributors and secured pre-orders worth ₹10 lakhs.
Future plans include expanding into Protein water and sparkling flavored water and adding functional ingredients like electrolytes and vitamins for value-added SKUs. Klue Drinks is not just a beverage—it is a movement to redefine hydration in India.