mr sathya shankar managing directorits not every day that we come across humble brands taking on global giants and making their presence felt in the industry born out of a lesser known town narimogeru in puttur taluk bindu fizz jeera masala is today competing for shelf space with global giantsthe story behind bindu fizz jeera masala a refreshing indian ethnic drink is indeed an inspirational one through sheer determination undeterred faith and battling various odds a man from a small town began this venture with the sole aim to accomplish success and offer employment opportunities to those around himleading from the front mr sathya shankars business optimism and competitive spirit and relentless pursuit of success has enabled his business to surge forward born in bellare village near puttur in an agricultural family he studied till puc before business aspirations consumed him he first purchased a single autorickshaw through a bank loan he worked hard with full dedication to close the loan and sold the autorickshaw so he could climb the next step to buy a diesel ambassador it wasnt long before the car made way for an automobile spare parts dealership which was started in puttur in 1987 his efforts didnt end there people who came to buy spares started to ask for tyres and request for credit this inspired his following ventures which were a tyre dealership and an automobile finance company in 1994 he started a company for secondhand vehicle finance as he realized that there was a demand for secondhand vehicles mr sathya shankar was slowly but surely on the path to successalthough business was good he did not see enough opportunity to grow in the year 2000 he decided to establish a manufacturing unit mr sathya shankar decided to capitalize on a water source in his 50acre farm the water from the stream was tested and was found to be pure enough to be bottled with that he began a packaged drinking water brandafter two successful years on a trip to north india mr sathya shankar chanced upon the idea to create an unconventional carbonated drink he launched bindu fizz jeera masala a soft drink with unique indian taste to appeal to the local palate the brand met with a struggle in the initial years and 50 of stocks were returned from the market as the drink was unfamiliar to consumers the company was not able to advertise as they did not have enough funds when the shopkeepers said that everyone was used to only orange and cola beverages and unwilling to try anything else the team had to coerce the shoppers to try to drink for free however once news of the taste and quality of bindu fizz jeera masala spread by word of mouth it was soon among the best beverage brands in the marketthe company decided to package the product in pet bottles as pet bottles are easy to handle in the case of glass bottles the customer had to drink the