In a vast and diverse country like India, the changing preferences of the people about what they consume are common. With that, the way people intake their beverages is transforming rapidly. From busy cities like Mumbai or Delhi to smaller towns like Tier 2 cities, something interesting is happening- not just in the flavors or brands, but in the size of the bottles people buy. The “100 ml rule,” which started as a travel safety rule, has now become very important in how people choose and buy drinks. These 100 ml Beverage SKUs or small bottles are not just easy to carry, but they are also helping beverage brands reach more people by being affordable and convenient.
In this blog, we will see why these small packs are becoming so popular in India’s cities and how 100 ml beverage SKUs are changing the way people enjoy their drinks.
What Is The 100 ml Rule In Beverages?
The 100 ml rule originally started as a safety measure for air travel. Since 2006, airports around the world have allowed passengers to carry liquids in containers of only 100 ml or less in their hand luggage. This 100 ml rule was made to keep flights safe. Over time, these 100 ml drink bottle for FMCG have become more popular not just for travel, but also for how drinks are packaged and sold in shops.
The Indian government bodies like FSSAI have rules for how beverages should be packaged and sold in the market. The Legal Metrology (Packaged Commodities) Rules, 2011, list 100 ml as one of the standard sizes for drinks. This helps make sure customers get fair and clear options when they buy beverages.
Why Are Small Beverage SKUs Becoming Popular In 2025?
Small beverage SKUs mean that drinks will be sold in small bottles or packs, mostly between 60 ml and 200 ml. These small packs are becoming more popular in India in 2025 because:
- Affordability- Small packs usually cost only ₹10 or ₹20. This makes them easy for consumers to buy, even for people who don’t want to spend much at once. In Tier 2 cities, these drinks are affordable, as people in these cities are more careful with money.
- Convenience- Small bottles are easy to carry in a bag or even a pocket. These small packs are perfect for busy people, especially in Tier 1 cities like Mumbai, Delhi, and Bangalore.
- Trial and Variety- Consumers like to try new flavors and brands, and this can easily be done with small packs, as they are small and cheap. This helps brands attract new customers.
- Impulse Buying- People mostly buy small packs without any major planning, as they are cheap as well as attractive to them.
Why Do Small Packs Work In Both Tier 1 and Tier 2 Cities?
The 100 ml beverage SKUs work perfectly in both Tier 1 and Tier 2 cities because of their advantages of being convenient and affordability.
| Factor | Tier 1 Cities (Big Metros) | Tier 2 Cities (Smaller Cities) |
| Consumer Profile | Busy, urban, mostly looking for premium | Value-conscious, want good deals |
| Retail Format | Supermarkets, online, and convenience stores | Kirana shops, small supermarkets |
| Reason for buying | Convenience, new flavors, and easy to carry | Low price, easy to try, gifting |
| Pack Preference | Small packs for travel and work | Small packs for affordability |
New packaging methods, such as aseptic packs and PET bottles, help keep beverages fresh and safe for longer periods. The 100 ml beverage rule has become common and trusted by consumers, especially those who travel more.
How 100 ml Beverage SKUs Are Changing The Beverage Market?
In 2025, the Indian beverage market is valued at USD 75.01 billion and is estimated to be nearly double to USD 144.82 billion by 2034, with a CAGR of 6.8%. This growth is because of the rising demand for functional drinks, plant-based juices, and health beverages, with the expansion of modern retail and innovative packaging.
Small RTD beverage packs, like 100 ml beverage SKUs, are more popular in Tier 1 and Tier 2 cities because of their convenience and affordability, which influences consumer choices. Regional growth is powerful, with West and Central India expected to grow at a CAGR of 7.5% and East India at 7.1% by 2034. (Source)
How Brands Are Using The 100 ml Rule In Beverages?
Some beverage brands have seen major success by focusing on small packs. Like, Lahori grew 70% in sales in just one year, and Roastea increased its sales from ₹4 crore to ₹64 crore in three years, mostly by selling 100 ml beverage SKUs. Mini liquor bottles (60 ml, 90 ml, 100 ml) are also selling more, with sales doubling in recent years.
Parle Agro has launched drinks like Dhishoom in 125 ml bottles at just ₹1, and this makes them popular in both big cities and smaller towns. Lahori has focused on small and affordable beverage packs, which help them to succeed mostly in smaller cities. Roastea has sold RTD tea and coffee in small packs, which helped them expand fast in the beverage industry. Dabur and ITC also launched juices in 125 ml packs at ₹10, which makes it easy for consumers to try their products.
If these brands have succeeded that much with the 100 ml beverage rule, why not your brand? You just need the right guidance for your beverage business to succeed. Call our experts today to get the right guidance on 100 ml beverage SKUs.
What Are Consumers Looking For In 2025?
Consumer behavior has changed a lot in recent years. After the COVID-19 pandemic, people want drinks that are safe and hygienic for them. Small and single-serve beverage packs are seen as cleaner and more reliable for consumers. Many people also want to try new, healthy, or low-calorie drinks, and small packs are perfect for sampling. The convenience of carrying a small drink during travel or work is another big reason for the popularity of 100 ml beverage SKUs.
The Future Of Small Beverage SKUs
Moving on, it is clear that small beverage SKUs will continue to be important in the Indian beverage market. The beverage brands will keep launching new flavors and small packs to attract more customers. As people become more concerned about the environment, companies will need to make small packages that are eco-friendly. Online shopping and quick delivery services will also help small packs reach even more people, especially in big cities.
Small Bottles, Big Opportunities: Connect With Our Experts Now!
Sip into the future, don’t let the 100 ml wave pass you by! If you’re ready to stand out in India’s fast-changing beverage industry, share your ideas with our beverage product development experts to see how small packs can lead to big wins for your business. Get your free consultation now, call at +91 8130404757.
FAQs
Why are 100 ml and other small beverage SKUs outperforming larger packs in Indian cities?
Recent market research shows that juices in 80 ml to 200 ml packs sell almost three times more than all other sizes combined. Consumers in Tier 1 and Tier 2 cities prefer these portion packs for their convenience, easy portability, and affordability, making them the top choice for on-the-go lifestyles and impulse purchases.
How does packaging size impact the success of beverage brands in India?
Portion packs, especially those between 50 ml and 250 ml, have become the most significant segment for beverage companies. Their popularity is driven by changing consumer habits, demand for variety, and the need for easy distribution and storage, all of which help brands quickly respond to market trends and boost sales.
What should beverage brands consider when launching small SKUs in India?
Beverage brands must be market responsive, providing multiple flavors and attractive designs in small packs to meet consumer demand. It is important to have the right sizes available before peak demand, as portion packs are now a key driver for growth and consumer loyalty in the Indian beverage sector.
