“An ascent of label literacy along with an affinity for managing gut health makes the perfect nexus for prebiotic fibre to become a baseline expectation and not remain just a marketable USP.”

  • March 6, 2026
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Priyank Jain, Founder of CHINI KUM™ India’s beverage market is witnessing a clear shift toward low-sugar, functional, and clean-label alternatives, driven by rising health awareness and increasing label literacy among consumers. Startups are now challenging