Xotik Beverages, a pioneer in the Indian beverage segment with PAN India distribution across 230,000 retail stores via 850 distributors, had previously made attempts to enter the Middle Eastern market with limited success due to short-lived distributor partnerships in the United Arab Emirates. This changed upon connecting with MKS Trading.
Through a structured, streamlined approach, MKS has introduced Xotik Beverages’ star product, Jeeru Jeera Masala—a carbonated, cumin-based digestive beverage—across key UAE retail shelves. The product has shown steady growth despite competition from similar imports and locally produced options.
As a carbonated beverage with added sugar, Jeeru is subject to a 50% excise tax on its Recommended Selling Price (RSP) in the GCC. While this posed an additional challenge, MKS has built a solid market share for the Jeera Masala category through consumer insights, strategic timing, and strong client relationships, effectively standing firm against current and anticipated competition.
Plans for growth include introducing new SKUs, such as Kala Khatta, Kachcha Aam, and Shikanji flavored beverages, to cater to seasonal market preferences.
