Redefining Refreshments: A Conversation with Misfits CEO Aditya Pai

An Exclusive Interview with Aditya Pai, Founder & CEO of Misfits – India’s first prebiotic soda

In this engaging interview, Aditya Pai, Founder and CEO of Misfits, talks about his journey in creating India’s first prebiotic soda. He shares how innovation, health, and sustainability drive Misfits’ mission to redefine the beverage industry.

What inspired you to create Misfits, and how did the idea for India’s first prebiotic soda originate?

Aditya Pai: Misfits was born out of frustration, curiosity, and a personal wake-up call. When I was working in Bangalore, I had fallen into the habit of drinking a bottle of sugary soda every single day.

It started as a small indulgence, but within just 3–4 months, I had gained 12 kilos and was diagnosed with fatty liver. That hit me hard — I realized how something so common and normalized in our lifestyle could silently harm us.

That’s when curiosity took over. I started reading about what really goes into these drinks — sugar, artificial flavors, preservatives, and synthetic junk — and began wondering if soda could be made differently. 

Something that’s still fizzy and fun but doesn’t destroy your health. That thought led my brother and me down a year-long rabbit hole of R&D experiments, ingredient trials, and taste testing. We stumbled upon the power of prebiotics — plant-based fibers that nourish gut health.

And that’s how India’s first prebiotic soda was born — a drink that lets you enjoy the fun of soda, but with the functional benefits your body actually deserves.

The name Misfits is intriguing — how does it reflect your brand philosophy?

Aditya Pai:  The name Misfits came from how we felt — we didn’t fit into the “regular” way of doing things. We realised that we didn’t ‘fit’ in the regular soda aisles.  The beverage industry has been stuck in its comfort zone for decades, selling sugar water in different bottles. We wanted to rebel against that.

So, Misfits became a voice for everyone who doesn’t conform, the ones who question, experiment, and stand out. It’s not just a brand name; it’s a mindset. We celebrate imperfections, individuality, and rebellion, all while proving that being different can be powerful, and delicious.

Could you explain how Misfits differentiates itself from traditional sodas and other wellness beverages?

Aditya Pai:  Traditional sodas are loaded with sugar, artificial flavors, and preservatives, giving you an instant high and a long-term crash. Most “healthy drinks” on the other hand, compromise on taste. Misfits bridges that gap.

Each can contains 7g of prebiotic fiber, zero added sugar,100% plant-based ingredients. It’s not just low-calorie; it’s genuinely functional. And unlike most health drinks that look or taste medicinal, Misfits delivers that same fizzy kick people love about soda but without the junk.

How is the Indian consumer responding to functional beverages compared to global trends?

Aditya Pai:  India’s catching up fast. Globally, functional beverages are already a multi-billion dollar category, with gut health becoming the next big frontier. In India, awareness is growing rapidly — especially among 18–35-year-olds in metros who read labels, follow fitness trends, and want smarter options.

We’re seeing strong traction from early adopters who’re curious about prebiotics and love the fact that Misfits doesn’t taste “healthy.” The shift is clear — Indians are ready to ditch sugary sodas, but they won’t compromise on fun. Misfits gives them both.

What were the key challenges in developing and launching a health-focused soda in India?

Aditya Pai:  Honestly, everything — from formulation to perception.

• Formulation: Getting prebiotic fibers to blend seamlessly into a carbonated drink without affecting texture or taste was a nightmare. We went through 40+ iterations before finding the right balance.
• Market education: People understand “probiotics,” not “prebiotics.” So, our biggest challenge — and opportunity — was educating consumers without sounding boring.
  But every challenge helped us build stronger — scientifically, creatively, and strategically.

Are there plans to expand globally in the near future?

Aditya Pai:  Yes — absolutely. While our focus is currently on scaling across India, especially Mumbai, Bangalore, and Delhi, we’ve already received interest from distributors in the Middle East and Southeast Asia.

The long-term vision is to make Misfits a global Indian brand that stands for clean, functional fun — not just another health drink. We believe gut health is universal, and our approach — science-backed but rebellious — travels well across cultures.

Aditya’s vision for a healthier, conscious lifestyle continues to inspire change, positioning Misfits as a pioneer in functional wellness drinks.

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