House of Bindu, the FMCG arm of Karnataka-based SG Corporates, has released its new corporate film highlighting its business journey, the contribution of its founder Mr Sathya Shankar, and the company’s development into an ₹800-crore enterprise. The launch also marks the brand’s preparations for its nationwide expansion.
Founded in 1987, SG Corporates has grown from modest origins to a multi-unit food and beverage company. Mr Sathya Shankar, Chairman and Managing Director, established the first plant in Puttur, Karnataka in 2000, with a focus on generating employment in the region.
“We are one of the first brands to introduce ethnic flavours where there are far too many foreign flavours,” said Megha Shankar, Director–Marketing and Strategy, SG Corporates. “The company started with Bindu Fizz Jeera Masala, which has become the most loved carbonated ethnic beverage in the South. The brand now includes a range of beverages with ethnic flavours and fruit-based drinks in its portfolio.”
The company is now expanding to markets in Uttar Pradesh, Bihar, West Bengal, Maharashtra, Gujarat, Rajasthan, Punjab, and the Delhi-NCR region. It has set a revenue target of ₹1,000 crore in the next three years, aiming to reach customers through more than 500,000 retailers.
“We are now set to expand nationwide, introducing our much-loved Bindu Fizz Jeera Masala to a wider audience while staying true to our roots. Our focus is bridging tradition with innovation to make the brand relevant for today’s Gen Z and millennial consumers,” Megha added.
House of Bindu currently operates manufacturing units in Sangareddy, Telangana, and Visakhapatnam. The company is adopting a digital-first approach to build awareness of its background and operations.
Hetal Khalsa, Co-founder and CCO, PivotRoots, which developed the corporate film, said: “We are excited to collaborate with Bindu and bring its legacy to a larger audience through strategic storytelling and digital innovation. Our goal is to reshape perceptions, deepen consumer engagement, and position Bindu not just as a beverage but as an essential part of everyday moments across India and this film is the 1st step towards that.”
The company began with 15 employees, all of whom remain with the organisation. It now employs around 2,500 people directly and between 7,000 to 8,000 indirectly. SG Corporates states that offering equal employment opportunities for women has been a key part of its operations.
With over 20 warehouses, more than 1,500 distributors, and a retail presence in over 200,000 outlets, SG Corporates has developed an extensive FMCG supply chain in South India.
