Secret Sauce Communications has been appointed as the PR and Corporate Reputation partner for Bindu Fizz Jeera Masala, a food and beverage company based in Karnataka with over 25 years of operation. The announcement aligns with House of Bindu’s plans to expand its flagship brand across India, with Secret Sauce tasked with managing the brand’s PR and corporate communication strategy at a national level.
The partnership will focus on strengthening brand reputation, developing thought leadership initiatives, and implementing strategic PR campaigns to support the company’s expansion.
As ethnic flavours gain popularity among younger consumers, SG Corporates, the parent company of House of Bindu, is preparing to increase the distribution of Bindu Fizz Jeera Masala across the country.
To build its presence across regions, Bindu aims to connect with diverse consumer groups and position its jeera-based beverage to appeal to younger demographics, including Gen Z.
Megha Shankar, Director Strategy & Marketing, SG Corporates, said, “Bindu with its rich legacy in South India & as a proud Make in India brand, is 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. With this partnership, we aim to create strong consumer connections and establish Bindu as one of the leading beverage brands across India.”
Shalini Gupta, Founder & Director, Secret Sauce Communications Pvt Ltd, said, “We are happy to partner with House of Bindu which has a rich legacy and strong consumer connect. With our unique narrative, thought leadership and PR approach in crafting an identity we hope to manage perceptions and thus help them gain new market success. This association is a testimony to the dedication and impact-driven approach of our team. Our goal is to partner and position House of Bindu as a leading food and beverage company with innovative ethnic flavors and strong sense of the customer pulse across India.”
SG Corporates was founded by Mr. Sathya Shankar, who began his business journey in 1987 with an automobile spare parts shop in Puttur. He later entered the auto finance sector with the establishment of Praveen Capital in 1994. His move into manufacturing began with Bindu Mineral Water, which led to the formation of SG Corporates. The group’s business now includes beverages, organic farming, fruit processing, and packaged foods through Megha Fruit Processing Private Limited (House of Bindu).
SG Corporates operates a distribution network across Southern India and has, in the past two years, expanded to Maharashtra, Goa, Odisha, West Bengal, Madhya Pradesh, Gujarat, Chhattisgarh, and Uttar Pradesh. The company maintains more than 20 warehouses in seven states, works with over 1,500 distributors, and has a presence in more than 200,000 retail outlets.
