Misfits: Born Rebellious. Brewed with Purpose. Backed by Science

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Misfits is a new-age beverage brand redefining how India drinks—healthy, unapologetic, and radically refreshing. Positioned as a functional prebiotic soda, Misfits is more than just a replacement for traditional sodas; it is a movement for those who don’t fit in, yet lead the way.

The Idea & Inception

The spark for Misfits came from a simple observation: India’s beverage aisles were crowded with sugar-loaded colas and chemically flavoured drinks, but lacked a healthier, functional alternative that people would actually enjoy drinking. In 2024, Misfits was founded with the vision to create a beverage that not only tastes bold and fizzy but also actively supports gut health.

Vision & Mission

Vision: To make wellness mainstream by blending health with taste and rebellion—transforming sodas from guilty pleasures into everyday functional beverages.
Mission: To challenge conventions in the beverage industry by crafting a guilt free and delicious prebiotic soda that is 100% natural, uncompromising in quality, making healthier choices convenient and accessible for everyone.

Brand Messaging

Misfits speaks to a generation that doesn’t follow rules but writes its own. Every can carries a message of individuality, freedom, and playful defiance—reminding consumers that being healthy does not necessarily mean boring and tasteless.

USPs & Key Differentiators

Nutritional benefit: Infused with 7g of prebiotics (1/4^th of daily fiber content) for better digestion and overall wellness.
Clean & Honest: Crafter with total transparency and 100% natural ingredients.
No added sugar, no artificial harmful chemicals.
Boldly Refreshing: Crafted to rival the fizz and punch of mainstream colas without the health trade-off.
Radical Transparency: Every claim is backed by science—lab reports verifying ingredients and nutritional values are publicly available on our website, making Misfits the only one beverage brands in India that is 100% transparent with its consumers.
Category Creator: Among the first in India to position functional soda as a lifestyle choice.
Exotic Flavours: Unique flavour pairings inspired by global taste trends, carefully adapted for the Indian palate, delivering an adventurous yet refreshing drinking experience.

Early Journey & Differentiation

While traditional sodas thrive on legacy marketing and celebrity endorsements, Misfits thrives on honesty, science, and community. Every flavour is developed with precision, keeping in mind not just taste but functionality—designed for the Indian palate, weather, and lifestyle. Unlike sugar-heavy colas, Misfits bridges the gap between health and indulgence, proving that wellness doesn’t have to be boring.

Misfits isn’t just a beverage—it’s a revolution in a can.

Instagram: https://www.instagram.com/drinkmisfits/
Website: https://drinkmisfits.com

About the Leaders

Aditya Pai, Founder & CEO, Misfits

Aditya, Founder and CEO of Misfits, is a designer turned entrepreneur who is reimagining India’s soda culture. An industrial and UX designer by training, with professional experience at Samsung India in Bangalore, Aditya brings a rare combination of design thinking, consumer insight, and product innovation to the beverage industry.

His journey toward Misfits began not in a boardroom, but in his own living room. A lifelong sports person from a fitness-focused family, Aditya had always lived an active lifestyle. But long workdays in Bangalore led to a nightly ritual—Netflix, relaxation, and an entire litre of sugary soda. Within months, he had gained 10–12 kilos, and a corporate health check-up revealed the onset of fatty liver. It was a wake-up call, one that shook him and his family deeply.

That moment of reckoning sparked the search for answers. Talking to friends and diving into the market, Aditya realized India’s soda choices were stark: either loaded with 25–30 grams of sugar, or filled with artificial chemicals, preservatives, and colors. There was no healthier alternative. This gap became his motivation: to create a soda that was bold, refreshing, and fun—yet genuinely good for you.

At Misfits, Aditya leads marketing, product development, consumer experience, and growth. His design background ensures that every detail—from flavour creation to branding—reflects both functionality and delight. By combining creativity with empathy for consumer needs, he is shaping Misfits into a brand that doesn’t just quench thirst, but also redefines what soda can mean for health-conscious yet rebellious consumers.

Aditya’s journey from designer to entrepreneur is the story of Misfits itself—bold, unconventional, and unapologetically different. Under his leadership, Misfits is not just a beverage brand, but a cultural shift in how India approaches soda: one that proves indulgence and wellness can coexist in every can.

Yash Pai, Founder & CFO, Misfits

Yash Pai, Founder and CFO of Misfits, brings financial acumen and operational discipline to one of India’s most disruptive beverage startups. A Chartered Accountancy Finalist and CFA Level 1 Cleared with a strong background in valuations, Yash combines analytical depth with entrepreneurial foresight to build a company that is as robust in numbers as it is bold in vision.

Though the idea for Misfits was first sparked by his co-founder Aditya, Yash’s early involvement in market research and financial planning quickly turned into a deeper commitment. Recognizing the potential to transform India’s soda landscape, he officially joined the venture to ensure the idea scaled into a sustainable, category-defining brand.

At Misfits, Yash spearheads finance, operational planning, execution and growth—laying the structural backbone for growth. From resource allocation and business modeling to operational strategies and investor readiness, he ensures that creativity is always balanced with clarity and executional precision.

What sets Yash apart is his ability to bridge two worlds: the precision of numbers and the dynamism of startups. His grounding in valuations and financial analysis gives Misfits credibility with stakeholders, while his entrepreneurial mindset ensures the brand retains its rebellious edge.

Together with Aditya, Yash is building Misfits not just as a beverage, but as a movement—proving that soda can be refreshing, functional, and unapologetically different.