In the ever-evolving landscape of consumer experience (CX), brands that prioritize health, convenience, and transparency stand out. Utopian Drinks, founded by Abhishek and Shweta Sarwate, is redefining the beverage industry in India with its clean-label, preservative-free, and nutrient-packed drinks. Their journey from a pandemic-inspired idea to a rapidly growing omni-channel brand is a testament to their customer-centric vision.
We at CXQuest.com are excited to sit down with Abhishek Sarwate, CEO, Utopian Drinks, to explore how customer experience drives their brand strategy, product development, and long-term vision.
Welcome, Abhishek! It’s a pleasure to have you on CXQuest.com. Utopian Drinks has been making waves in the health beverage space, and we’re eager to dive into your journey and understand how customer experience has played a pivotal role in shaping your brand.
Brand & Customer Experience
Q1. Utopian Drinks was born out of a personal realization and market gap. How did you translate this vision into a brand that resonates with customers?
AS: Utopian solves two key problems: Healthier alternatives at Affordable pricing. Utopian was born out of our own personal journey—constantly searching for quick bites and munchies that were both healthy and satisfying, and realizing there just weren’t enough good options in the market.
So we decided to build what we couldn’t find. We started small, launching our first products in our own office, where our colleagues and peers became our first—and most honest—consumers. Through real conversations and consistent feedback, we uncovered the pain points that many others shared: products were either unhealthy, overpriced, or simply not satisfying.
That insight shaped our mission: to create better-for-you, convenient products without compromise. From mindful snacking with Makhana, to UPOP—our pulp-infused, no-sugar carbonated beverages, to Superrr Fruit Juices made with no added sugar or preservatives—every product we’ve launched is designed to be as delicious as it is clean.
At Utopian, we’re not just building a brand—we’re solving a problem we’ve personally experienced. One product at a time, we’re making better choices more accessible for everyone.
Clean-label’ is a Core Value of Utopian Drinks
Q2. ‘Clean-label’ is a core value of Utopian Drinks. How do you educate and build trust with customers who may not be familiar with what this means?
AS: “Clean Label” is still a relatively new term in the consumer space, and many people aren’t fully aware of what it actually stands for. For us at Utopian, it means being transparent about what goes into our products—no added sugars, no preservatives, and no artificial ingredients. Just real, recognizable components that you can trust.
But we know that trust isn’t built through labels alone. That’s why we focus on education through experience. We actively engage in tasting and sampling events where people can touch, feel, and taste our products firsthand. This allows them to truly experience the difference—clean, simple ingredients that still taste amazing.
We also make an effort to simplify the science. For example, to many, sugar is just sugar—but there’s a big difference between added sugars and natural sugars found in fruits. Our products get their natural sweetness from real fruit pulp and a hint of honey—never from refined or artificial sweeteners. So yes, there is sugar, but it’s the kind your body recognizes, not the kind it doesn’t need.
We make it clear to our customers that when we say our products are Clean Label, we mean they’re free from added sugars, preservatives, and any artificial chemicals—just pure, wholesome ingredients. This transparency is at the core of our brand and is key to building lasting trust with our customers.
Utopian Drinks Delivering a Superior CX
Q3. Customer expectations in the food and beverage industry are rapidly evolving. How do you ensure Utopian Drinks stays ahead in delivering a superior CX?
AS: Consumer expectations in the F&B industry are evolving rapidly—but the shift isn’t uniform across.
While a small segment—around 1% of India’s population—is actively seeking out ultra-clean, health-forward products, the larger market is still in transition. The masses are gradually becoming more health-conscious, exploring better food choices, and beginning to upgrade their habits. The ripple effect is real, but it’s unfolding slowly.
At Utopian, we’re focused on bridging that gap.
We believe healthy eating shouldn’t be a luxury. That’s why we create products that are clean, hygienic, healthy, and tasty—but more importantly, accessible and affordable. Our aim is to make healthier choices easy and enjoyable for the everyday consumer.
What sets us apart is our mass reach and omnichannel presence. From General Trade Stores to Quick Commerce platforms, we meet our audience where they already shop. We’re solving for health, convenience, and availability—all at once.
At Utopian we’re making health a priority.
Product Development & Customer Feedback
Q4. Your smoothies and juices cater to health-conscious consumers. How do you incorporate customer feedback into your product innovation and development process?
AS: In just a year, we’ve proudly served over 3 lakh consumers, building a strong and growing customer base that continues to inspire our journey.
We closely monitor what our customers love—which flavours perform best, what trends are emerging, and where there’s room to innovate. This data-driven approach keeps us aligned with consumer preferences and ahead of the curve.
To power this innovation, we’ve built a dedicated in-house R&D team that’s constantly working on creating better-for-you products—healthier, cleaner, and more exciting with every iteration.
We received a lot of requests from customers asking for better and healthier alternatives to sugary cola drinks. Listening to them, we’ve expanded into the carbonated beverage space, launching a range of no-sugar drinks with innovative, experiential flavours like Green Apple, Lemon Mojito, Peach Mojito, and Watermelon Mojito. These aren’t just healthier options—they’re bold, refreshing, and designed to deliver a unique taste experience.
At Utopian, we’re not just responding to the market—we’re shaping it, one delicious, clean-label product at a time.
Utopian Drinks Balancing Health Benefits with Flavours
Q5. The Indian market is diverse in taste preferences. How do you balance health benefits with flavours that appeal to a wide consumer base?
AS: Our love for fruits is at the heart of everything we do—and it’s what connects us with our consumers.
At Utopian, we believe that incorporating fruits into daily diets should be simple, enjoyable, and accessible. In a country as rich and diverse as India, we’re blessed with an incredible variety of local fruits—from mangoes and litchis to oranges and more. These beloved flavors aren’t just ingredients to us—they’re a shared connection with our customers across regions and cultures.
We take this one step further by pairing these fruits with powerful superfoods like honey, creating products that are not just delicious, but also packed with natural benefits—from antioxidant properties to gentle cleansing effects.
Our fruit-forward juices are a refreshing alternative to regular packaged juices or sugar-loaded sodas. They’re clean, naturally sweetened, and made to fit into modern, health-conscious lifestyles—without losing the joy of great taste.
At Utopian, we’re not just offering drinks—we’re offering a better way to enjoy the fruits you love.
Challenges for Utopian Drinks
Q6. What challenges did you face in ensuring a six-month shelf life for your drinks without preservatives, and how did you tackle them while maintaining taste and quality?
AS: When we started Utopian, it was all about experimenting, learning, and pushing boundaries. We reached out to industry experts—from Unilever to ITC—seeking guidance on technology and how to make our products shelf-stable without compromising on our core values.
From day one, it was clear to us: we didn’t want to use any chemicals, added sugars, or preservatives. Our focus was on a health-conscious audience with specific needs, and we were determined to stay true to that promise.
However, bringing that vision to life wasn’t easy. It was a challenge to find the right manufacturing partners who not only understood our product philosophy but were also willing to align with us for the long haul. We needed a facility that could meet stringent hygiene standards and had the right machinery to process our products—especially given the high fruit pulp content and the absence of preservatives.
After nearly 8 months of intensive trials, R&D, and facility scouting, we achieved a breakthrough: we succeeded in making our products shelf-stable for 6 months, without refrigeration and without adding any preservatives.
It was a tough journey—but one that proved our belief: clean, better-for-you products are possible with the right intent, persistence, and innovation.
Omni-Channel Strategy & Customer Engagement
Q7. Utopian Drinks follows an omni-channel approach. How do you ensure a seamless customer experience across online platforms and retail stores?
AS: To stay relevant today, being omnipresent isn’t optional—it’s essential.
Our consumers expect convenience and instant access, whether it’s a 10-minute delivery, picking up a drink at their local grocery store, or grabbing one from the office cafeteria. We understand that beverages are often an impulse buy, and that means distribution is everything.
To win in this space, we know we need to be everywhere our consumers are—online, offline, in modern trade, quick commerce, and general trade. Being present across platforms isn’t just about sales—it’s how we build trust, earn brand recall, and foster loyalty.
At Utopian, we combine omnichannel presence with great products to create a brand experience that meets consumers in the moment—and keeps them coming back for more.
Managing Customer Interactions
Q8. With a presence in coworking spaces, online marketplaces, and over 2000+ locations, what role does technology play in managing customer interactions and feedback?
AS: As engineers, both Shweta and I have technology in our DNA. It’s a core part of how we think, build, and scale. In today’s landscape, tech isn’t just a support function—it’s a critical driver across every aspect of a business.
From marketing on social media, to lead generation through LinkedIn, from capturing customer feedback via WhatsApp, to managing our entire product lifecycle—we’ve embedded technology into every touchpoint. It enables us to move faster, stay connected, and operate more efficiently.
Our regular customers often place orders directly via WhatsApp or our website, making the experience seamless and convenient. This also helps us track real-time data on top-performing flavours and changing consumer preferences—insights that feed directly into our R&D and product decisions.
We’ve made it easy for customers to reach out, give feedback, or ask questions across channels. And we take every message seriously, because understanding our customers’ pain points and suggestions is key to building a truly customer-centric brand.
Technology also helps us streamline operations and ensure that we’re available wherever our customers need us—from local stores to quick commerce platforms. For us, tech isn’t just a tool. It’s a mindset that allows us to scale with purpose and precision.
Handling Customer Concerns
Q9. How do you handle customer concerns, complaints, or product queries to ensure a positive brand perception?
AS: We take every customer feedback and concern very seriously. Whether it’s a question, suggestion, or issue, we ensure it’s addressed personally—via calls, emails, or direct conversations.
Being in the food industry, especially with products that contain no added preservatives or chemicals, quality is non-negotiable. Every product that leaves our facility must meet the highest standards of purity, safety, and hygiene.
To ensure this, we rigorously test all our batches through accredited labs, giving our customers the assurance that what they consume is not just delicious, but also safe and clean. This commitment isn’t just about quality control—it’s about building long-term trust, where our consumers know they can rely on Utopian without second-guessing.
As an early-stage brand, we believe listening to feedback is crucial. It helps us evolve, improve, and stay deeply connected to the needs and expectations of the people we serve. For us, customer trust isn’t earned overnight—it’s built through consistency, care, and transparency, every single day.
Scaling & Future Vision
Q10. Since launching in August 2023, your brand has seen impressive growth. What are your key strategies for scaling while maintaining a customer-first approach?
AS: Our key strategies for scaling are rooted in staying agile, consumer-first, and tech-driven.
At the core, we focus on listening closely to consumer needs—understanding what they’re looking for, what’s missing, and how we can serve them better. This means actively integrating feedback, and being willing to pivot quickly when required. We believe that staying connected to our customers is the most powerful way to grow meaningfully.
Another pillar of our scaling strategy is embedding technology across every function of the business. From head office operations like accounting, compliance, and reporting, to supply chain, procurement, production, and customer engagement—we’re building a tech-enabled backbone that supports efficiency, transparency, and smarter decision-making.
By combining customer insights with operational excellence, we’re creating a strong foundation for sustainable growth and long-term brand loyalty.
Upcoming Innovations
Q11. Can you share any upcoming innovations or expansions that customers can look forward to from Utopian Drinks?
AS: Innovation is at the heart of everything we do.
We’re constantly exploring new ideas, flavours, and formats to stay ahead of consumer expectations. Our upcoming launch is in the fizzy drinks category—with a twist. These are zero-sugar beverages crafted to deliver bold, refreshing flavours without compromising on health.
Flavours in the new range include Green Apple, Watermelon, Lemon, Classic Mojito, and Peach Mojito—each designed to offer a clean, enjoyable alternative to traditional sugary sodas.
Beyond that, we’re actively working on new and trending product categories, with our R&D team deep in development. These innovations are built around the same core values: clean ingredients, great taste, and functional benefits.
At Utopian, we’re not just keeping up with trends—we’re creating them.
How to Build a Brand with CX at its Core
Q12. As a startup in the competitive beverage industry, what advice would you give to entrepreneurs looking to build a brand with CX at its core?
AS: As a brand, our advice to founders and businesses is simple: RESEARCH your market and truly understand your customers. Focus on finding the right Product-Market Fit (PMF)—that sweet spot where what you offer matches what real people actually want.
Too often, entrepreneurs build the product they want, assuming that “if you build it, they will come.” But without real validation—proof that people care and are willing to pay—it’s just a guess. That’s when frustration sets in.
Instead, start by finding real potential customers. Talk to them. Learn about their lives, their needs, their pain points. This insight shapes everything: what you build, what you name it, how you brand and price it, and where you show up.
And importantly—be ready to pivot. Challenges will come at every stage. The key is to move fast, adapt, and navigate with clarity. Building a business isn’t about sticking rigidly to your first idea—it’s about responding to what the market is telling you, and adjusting course accordingly.
Thank you, Abhishek, for sharing your inspiring journey with us. Your commitment to customer-centric innovation is truly commendable, and we’re excited to see Utopian Drinks continue to redefine healthy beverages in India.
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