"Sober-curious" is a clumsy phrase. But what it points at is real.
A quietly growing share of young Indians are drinking less — not because of religion, not because of abstinence, but because the trade-off has shifted. Better sleep, sharper mornings, fewer empty calories, and a long list of social occasions where alcohol is no longer the default.
The drink itself has to keep up. Sugary mocktails feel like a punishment. So do ten-rupee soda-with-lime defaults.
What this generation wants is the same complexity, the same ritual, the same Friday-night theatre — on their own terms.
That is the brief Zenzu is built against.
