- Founded in Darbhanga, Bihar, Tork emphasises homegrown, regional beverages.
- Driven by founder Asif Khan’s personal journey and vision for a Swadesi brand.
- Leverages local flavours, sustainable practices, and inclusive employment.
- Targets India’s growing non-alcoholic beverage market with a focus on affordability and innovation.
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Key Takeaways
- Founded in Darbhanga, Bihar, Tork emphasises homegrown, regional beverages.
- Driven by founder Asif Khan’s personal journey and vision for a Swadesi brand.
- Leverages local flavours, sustainable practices, and inclusive employment.
- Targets India’s growing non-alcoholic beverage market with a focus on affordability and innovation.
When Asif Khan returned to his hometown in Bihar during a festive season, he noticed a conspicuous absence. There was no local beverage brand representing the rich cultural palate of the region. That moment of realisation sparked the beginning of Tork – The Swadesi Drink, a company born from the soil of Bihar and built on the ideals of self-reliance and regional pride.
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Founded on April 23, 2023, in Darbhanga, Tork is more than just a beverage brand—it’s a movement to revive and commercialise Bihar’s indigenous flavours.
The Founders and Their Mission
Asif Khan, with a background in telecom infrastructure management, teamed up with Musharraf Khan, who brought manufacturing expertise to the table. Together, they envisioned a brand that not only quenches thirst but also embodies the essence of Bihar.
Tork’s mission is to promote Bihar’s local ingredients and culture, deliver affordable and quality beverages to both urban and rural consumers, and celebrate Swadeshi values by leveraging local manufacturing and distribution networks.
Building a Swadeshi Beverage Brand
Tork, short for “The Swadeshi Drink,” reflects a strong commitment to Indian-made, homegrown products. By ensuring its beverages are accessible in both cities and villages, the company embraces inclusivity at its core. The leadership team is streamlined yet strategic—Asif Khan leads sales and marketing, while Musharraf Khan manages production.
Their approach to hiring emphasises adaptability and critical thinking, favouring individuals who thrive in fast-paced, evolving environments. Early support from Startup Bihar and CIMP Patna proved instrumental, providing mentorship, valuable networking channels, and critical infrastructure that accelerated Tork’s initial growth and operational readiness.
Solving for Taste, Hydration, and Identity
Tork addresses several consumer needs:
- Hydration: With options like water, infused beverages, and energy drinks.
- Energy: Featuring beverages that enhance alertness with natural ingredients.
- Cultural Identity: Providing a sense of belonging through regionally inspired flavours like jeera (cumin).
This local orientation, combined with a strong brand story and competitive pricing, helps Tork stand apart in a crowded marketplace.
Customer Base and Market Potential
Tork targets young adults aged 18-49, health-conscious consumers, and individuals looking for refreshing beverages for both daily use and social occasions. The non-alcoholic beverage market in India stood at $32.06 billion in 2024 and is projected to reach $68.73 billion by 2033.
Similarly, the functional beverages market is expected to grow from $6.2 billion to $16.25 billion, while ready-to-drink beverages are forecasted to expand from $7.85 billion to $13.59 billion over the same period. With this rapid market expansion, Tork is strategically positioned for sustained growth.
Revenue, Scale, and Strategy
Tork generates revenue through distributor and retail partnerships. Its pricing strategy caters to budget-conscious consumers while positioning itself as a healthy digestion aid. The startup’s reliance on local manufacturing and cost-efficient supply chains enables scalability without compromising affordability.
A significant milestone came when the Bihar Industrial Area Development Authority allocated land for Tork’s new production facility—now under construction. This expansion marks a leap in their production capacity.
Facing Competition and Early Challenges
Despite intense competition from national and international brands, Tork has carved a niche for itself by emphasising its unique jeera flavour, localised branding, and a Swadesi ethos that prioritises affordability and regional pride. However, its journey has not been without hurdles.
In the early days, the startup grappled with delays in acquiring electric connections, the unavailability of spare parts, and a lack of skilled labour in the region. These experiences underscored the importance of thorough regional research before launching operations. Founder Asif Khan advises aspiring entrepreneurs to deeply understand local demand, infrastructure, and supply chains before building something that truly belongs.
Social Impact and Recognition
Tork contributes to local employment and economic upliftment. Its production process is certified by LEAN and ZED, testaments to its commitment to quality and sustainability. By focusing on local sourcing and avoiding harmful additives, the brand champions both health and heritage.
Vision for the Future
In the short term, Tork aims to operationalise its new plant and introduce two new juice-based carbonated drinks and alkaline water. Long-term goals include expanding to Jharkhand and West Bengal, and eventually exporting Bihar’s GI-tagged fruit juices globally.
