Japan’s Asahi and India’s Varun Beverages Strike Mega Dairy Deal – Calpis in India

Asahi Group Holdings has entered into a business alliance with Varun Beverages Limited to introduce the CALPIS brand to India, marking the Japanese company’s first entry into the country’s non-alcoholic and non-carbonated beverage market. 

Under the franchise agreement, the companies plan to launch ready-to-drink dairy-based beverages under the CALPIS brand in the second half of 2026 or later. The products will initially be available in Original and Mango flavours.

CALPIS, a fermented milk-based beverage known for its sweet and tangy taste, has been enjoyed in Japan for more than 100 years. The brand currently offers a range of products, including concentrates and ready-to-drink beverages.

Asahi Group Holdings will oversee product development and provide technical support for the production of CALPIS beverages, while its local subsidiary will manage marketing and brand development. Varun Beverages will be responsible for manufacturing, distribution and sales in India.

Atsushi Katsuki, President and Group CEO of Asahi Group Holdings, said the partnership would combine the strengths of both companies to create new opportunities in India’s rapidly expanding beverage sector.

“We are delighted to introduce the CALPIS brand, which has been enjoyed in Japan for more than a century, to consumers in India. India is one of the world’s most dynamic and promising beverage markets, and we are pleased to partner with Varun Beverages, a leading beverage company with strong manufacturing capabilities and extensive market reach,” said Katsuki.

“We are confident that by bringing together the strengths of Asahi Group and Varun Beverages, we can create new value in the Indian market and contribute to the sustainable growth and enhancement of corporate value for both companies,” he added.

According to GlobalData, India’s non-alcoholic beverage market expanded by approximately 2.3 times in volume over the decade to 2025. The sector is expected to continue growing, supported by population growth, the expansion of the middle class and increasing health consciousness among consumers.

Varun Jaipuria, Executive Vice Chairman of Varun Beverages Limited, said the company sees strong long-term opportunities in the category.

“CALPIS is a brand with over a hundred years of heritage and consumer trust, and we are excited to introduce it to India. By combining Asahi’s global expertise with Varun Beverages’ manufacturing strength and extensive distribution network, we look forward to establishing CALPIS as one of the leading brands for Indian consumers,” Jaipuria said.

The alliance forms part of Asahi Group’s strategy to expand into new growth areas and strengthen its long-term presence through partnerships with local companies.