# Gut-Improving Indian Beverages NOVA Dairy's Lassi and Chhaach Fuse Culture and Health By Kanesa D | Published 2024-11-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nova-dairy References: [foodtechbiz](https://www.foodtechbiz.com/product-launches/nova-dairy-introduces-lassi-and-chhaach) & [steragro](https://www.steragro.com/)  [NOVA Dairy](https://www.trendhunter.com/trends/weight-managements) is delighted to introduce two of India’s most beloved traditional beverages—[Lassi](https://www.trendhunter.com/trends/parle-agro-1) and Chhaach—to its product portfolio. The first of the two, Chhaach, often called "Grandma’s probiotic," is crafted from [Nova Dahi](https://www.trendhunter.com/trends/pet-valu-3), which uses live cultures to enhance its health properties. Lassi, on the other hand, is a thick yogurt drink that offers a soothing and satisfying taste, and also includes live active cultures. “Our goal with the launch of Lassi and Chhaach is to provide consumers with authentic, high-quality dairy beverages rooted in tradition and packed with health benefits. As a leading dairy brand, we’re committed to offering fresh, delicious, and functional products, ensuring that these beloved drinks meet our rigorous standards.” NOVA Dairy's Chhaach and Lassi are available online and at major retailers across India. Image Credit: NOVA Dairy ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 73% | Activity: 85% | Freshness: 31% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Probiotic Beverages:** The increasing demand for beverages containing live cultures paves the way for health-centric traditional drinks like Chhaach to gain mainstream popularity. - **Cultural Culinary Fusion:** Blending traditional Indian beverages with contemporary health benefits highlights a unique market position for products like NOVA Dairy’s Lassi. - **Functional Foods:** The focus on functional health benefits in everyday dietary choices brings forward opportunities for dairy products that offer both nutrition and wellness. ### Sectors Adopting This - **Dairy Industry:** Innovations such as NOVA Dairy’s integration of live cultures into traditional beverages signify a transformative shift towards health-enhancing dairy offerings. - **Health and Wellness:** Incorporating probiotic ingredients into conventional drinks represents a merging of health and tradition that can captivate wellness-oriented consumers. - **E-commerce:** The availability of culturally rich, value-added beverages like Lassi and Chhaach on online platforms underscores the potential for global reach and accessibility. ## Related on Trend Hunter - [Dairy-Free Lassi Drinks](https://www.trendhunter.com/trends/vegan-lassi.md) - [Creamy Indian Dairy Products](https://www.trendhunter.com/trends/parle-agro-1.md) - [Boldly Flavored Kefir Drinks](https://www.trendhunter.com/trends/kefir-flavor.md) - [Probiotics-Powered Chocolate Lattes](https://www.trendhunter.com/trends/chocolate-latte-with-probiotics.md) - [Fortified Breakfast Milkshakes](https://www.trendhunter.com/trends/lil-goodness.md) - [Sugar-Free Drinkable Yogurts](https://www.trendhunter.com/trends/sugarfree-drinkable-yogurts.md) - [Culturally Influenced Dairy Products](https://www.trendhunter.com/trends/amul.md) - [Dairy-Free Spiced Teas](https://www.trendhunter.com/trends/house-of-cha.md) - [Drinkable Gut Health Products](https://www.trendhunter.com/trends/activia-kefir.md)