Taste of Lahore from a resident of Panchkula

Munjal, a former student of St. Stephens School, Chandigarh, was sitting with his two cousins when one day, the idea of “Lahori” crossed his mind. Today, Lahori zeera has generated a revenue of over 1000 crores in just three years.

How did this idea strike you and when?

“In 2016, me and my two cousins, Nikhil and Sunny, were chilling at Nikhil’s house. Nikhil, with his amazing culinary skills, made something with an incredible taste. That’s when the idea struck us to turn this formulation into a business.

We aimed to create a brand focusing on traditional beverages, a niche untapped in India. Our concept revolved around indigenous non-alcoholic drinks. That’s how the concept of ‘Lahori’ was born.

We wanted a traditional name and contemplated between Amritsar and Lahore, both known for good food. ‘Amritsar’ seemed lengthy, and the use of pink salt, known as Lahori, in all our formulations led to the name ‘Lahori.’

Our goal was to bring authentic flavors from India’s streets to the people in a delightful experience. The combination of carbonated drink and zeera resonated with everyone.

Before Lahori, my first entrepreneurial venture was a trade finance one during my MBA in 2012. It peaked at $15 million in revenue and still operates on autopilot mode. After returning to India, I ventured into hospitality, running a highway retreat named Heritage Haveli in Punjab.

How did you translate the idea into Lahori zeera then?

Before launching the brand, we conducted thorough market surveys, starting with a small test in Sector 47 market. After packaging the drink, we distributed it to a few retail shops for feedback. They sold out quickly, exciting us to establish a factory in 2017.

The initial two years were tough as feedback suggested the edible zeera pieces didn’t taste good, so we kept improving.

Since then, through word of mouth, we went from producing 96,000 bottles a day initially to 5 million bottles a day across 16 states in India.

Today, Lahori is funded by global investors and aims to achieve over INR 1000 crores in annual revenue.

We launched operations in 2017, aiming to introduce ‘desi’ flavors and compete with Cola drinks. Our mission is to offer natural beverages inspired by Indian favorites, appealing to the masses with natural ingredients from Indian households. We aim to provide unique options beyond the usual tea, coffee, and colas.

How far have you taken this idea?

Lahori has gained immense popularity, boasting over 1000 distributors spread across 16 states. Its ambrosial taste, coupled with exceptional quality and 100% natural ingredients, swiftly carved its niche as a favored ‘Desi Flavor Drink’ in North Indian states.

The brand resonates equally with both the elite and the masses. At present, we’ve built a distributor network of over 1,000 across 16 states, with a retail presence in nearly 4-5 lakh outlets. We haven’t yet ventured into exports.

How were you in studies? Now that you are a successful entrepreneur, do you think marks matter?

I was a smart student, focusing enough to keep my parents satisfied. Academics didn’t fuel me like the thrill of building a brand or running a business does. Making money drives me. Marks don’t define one’s destiny. After schooling at St. Stephen’s School in Chandigarh and completing B.Com at Panjab University, I pursued an MBA and an Entrepreneurship course in Singapore. Coming from a business family, entrepreneurship feels natural. Practical utility in education lacks emphasis in our system. Early foundational knowledge shapes our future.”

What can Chandigarh do to retain its talent?

“Chandigarh lacks opportunities for budding entrepreneurs compared to other cities. Establishing platforms like those in other cities for startups could help retain talent.

What do you do in your free time? How do you de-stress? What are your hobbies?

I rarely find free time, usually managing operations or firefighting. We’re a young company, mostly handled by the founders. Professionalizing the company is our goal. I unwind by focusing on building the brand and organizational culture.

What message would you give budding entrepreneurs?

Find your way; there’s no set formula for success. Success lies in the journey itself. Stick to your principles and enjoy the ride because when you reach one milestone, another challenging one awaits.

One thing you like and dislike about Chandigarh

Chandigarh is one of India’s most planned and clean cities. It’s a privilege to live here. However, it lacks an ecosystem for professionals and entrepreneurs. More must be done to retain the next generation of professionals and entrepreneurs compared to other cities like Delhi, Mumbai, Bangalore, and Hyderabad.