Singer and entrepreneur Karan Aujla has partnered with VRB Consumer Products to launch Skinny Pop, a new range of beverages under the Zyro India portfolio. The launch marks the latest expansion for the brand as it looks to tap into the growing demand for better-for-you drink options.
The Skinny Pop range debuts with three products-Vita Cola, Ginger Ale, and Tonic Water-all formulated with zero sugar and zero calories. Positioned as a contemporary alternative to traditional soft drinks, the portfolio is designed for consumers seeking lighter beverage choices without compromising on taste.
Leading the range is Vita Cola, which has been fortified with Vitamins C and B12, adding a functional element to the classic cola format. The company believes the product caters to a new generation of consumers who are increasingly conscious about their dietary preferences and lifestyle choices.
The launch further strengthens VRB Consumer Products’ footprint in the beverage segment following the introduction of Zyro earlier this year. The company plans to make the products available across retail stores and e-commerce platforms, with a wider market rollout expected in the coming months.
Speaking about the launch, Karan Aujla said the brand reflects the independent spirit of today’s consumers, who are redefining culture, preferences, and consumption habits. He added that Vita Cola was created to offer a fresh perspective on beverages for a generation that values individuality and choice.
VRB Consumer Products founder and managing director Viraj Bahl said the company aims to reimagine everyday drinks by combining familiar flavours with evolving consumer expectations around health and wellness, making modern beverage options more accessible to a wider audience.
