Umami Brew is an Indian company launched in 2019 that aims to disrupt the soft drink category by offering a range of alcohol-free, fermented teas, which are low in sugar and acidity but high in umami (hence the name of the brand). Unlike Western kombucha brands, Umami Brew has created a fermented beverage more suited to the Indian palate, one that places emphasis on strong savory flavors.
"I decided to make kombucha for the Indian palate by using real and local fruits, herbs and spices. What we also did was add one more ingredient to the fruit to bring the umami out in every flavor we offer," explained Thomas Cyriac, founder of Umami Brew.
For example, the brand's pineapple kombucha has been infused with black salt, which works to round out its taste, giving it a less sweet and more savory flavor profile. So far, the startup has seen a steady rise in sales via its subscription-based platform in India and is now looking to expand overseas.
Savory Indian Kombuchas
Umami Brew Offers Low-Sugar Kombuchas with a Savory Aftertaste
Trend Themes
1. Savory Kombuchas - The trend of creating kombucha with strong, savory flavors instead of sweet ones is disrupting the soft drink category.
2. Umami-focused Beverages - Beverage companies that incorporate umami-rich ingredients into their products can tap into the growing demand for savory flavors.
3. Subscription-based Platforms - More companies are turning to subscription-based platforms to drive sales, as seen with Umami Brew's steady rise in sales through its platform in India.
Industry Implications
1. Kombucha Industry - Kombucha brands can differentiate themselves by offering a range of savory flavors that appeal to different palates.
2. Beverage Industry - The beverage industry can create new products or re-formulate existing ones to incorporate more umami-rich ingredients, and potentially tap into a growing trend towards savory flavors.
3. Subscription-based Retail Industry - The subscription-based retail industry offers an opportunity for companies to build customer loyalty and recurring revenue streams, as seen with Umami Brew's success in India.