What began as a tiny kitchen experiment five years ago has turned into the Local Ferment Co you know. The scale has changed. The thing being poured into every bottle has not.

Two stubborn ideas

LFC exists at the intersection of two convictions its founders would not let go of.

Akash believed that “better-for-you” drinks should not have to feel boring. That the health aisle had quietly agreed drinks worth drinking and drinks worth having are two different categories. He set out to make beverages that are as fun as your Friday night, not a punishment for it.

Noopur has always held that a label is not just design. It is a promise about what is inside, that it is clean, honest, and made with intention. Which is a demanding position, because it means the label can only ever be as good as the formulation behind it.

Five years of fizz, fails and flavour tests

That is the honest description of the work. Fermentation is not a process that respects deadlines: batches go wrong, flavours that sound obvious on paper turn out flat in glass, and the only way through is a great many tests nobody sees.

What came out of it is a fresh look for the bottles, with the same heart inside, now backed by better formulations. The redesign was not a coat of paint. It was the point at which the outside finally matched what had been happening inside.

Where this is going

We would like to see a future where clean beverages are not the exception on the shelf but the everyday choice on it, where choosing a drink without a list of things you cannot pronounce is unremarkable rather than virtuous.

Till then, we will be working hard at crafting India's cleanest beverages.

First shared on our Instagram →