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Thirst busters

`Ninja' is the zing thing for the summer

TANGY LEMON The natural drink

Lemon juice laced with ginger and a dash of sugar. That is C.R. Soman's alternative to synthetic drinks that flood the market. Called `Ninja,' it was developed by Dr. Soman and the health activists of his non-governmental organisation Health Action by People (HAP).

"We developed it in 2003 as an alternative to the harmful non-nutritious drinks available in the market. I felt that instead of telling people to stop drinking synthetic drinks, we should offer them an alternative that is a thirst quencher and a nutritious drink too," says Dr. Soman.

Marketing

Once, the team perfected the combination of lemon, ginger and sugar, they decided to market it at a few select outlets. "Actually, it is our inexperience that has hampered `Ninja's prospects in the market. Our NGO's main work is in the area of public health and research. So, at present, we are looking for partners to market this drink and tap its potential," says Dr. Soman.

An ardent advocate of natural drinks, Dr. Soman feels that with proper marketing and packing, it can give a run to the majors in the field.

"It has a lingering taste and is very refreshing. Freeze drying can turn it into a powder or it can be carbonated. Add a bit of soda and you have a drink with fizz," he explains.

As of now, the know-how to make the concentrate has been given to a city-based Kudumbasree project.

"We ensure that it is hygienically made and constant quality checks have been put in place to give consumers a healthy product. The only artificial product in it is the preservative - potassium meta bisulphite," says Reshmi, one of the volunteers of HAP. She adds that the drink also comes in dispensers that contain about 10 litres of the drink. At Rs. 6 a cup, `Ninja' is cost effective too," she says.

Dr. Soman feels even the humble `sambharam,' if packaged and marketed properly, has immense potential and can be a healthy alternative to the many soft drinks available. `"Ninja' is a winner and all it needs is some competent marketing and snazzy packaging," avers Dr. Soman.

SARASWATHY NAGARAJAN

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