Shashank Gupta, the founder of Booch Beverages, has an exciting story. As a Chemical Engineering student at IIT Bombay, he spent all his time on an aeronautical project, working on a concoction to help people fly without a plane or wings. However, the faculty did not take too kindly to this aerial project and clipped its wings, forcing Shashank to abandon it. He next tried to create an artificial intelligence Flying Duck. Investors were unimpressed by the idea. You could say they couldn’t give a flying duck. He moved on again.

​

After spending a decade in Unilever and ITC selling soaps and shampoos, Shashank learnt the ropes of marketing in the corporate world while still hanging on to his pet dream of flying. He flew around the globe for inspiration, particularly to Amsterdam and Bali. Upon returning from his travels, he quit his job and perfected the recipe for a non-alcoholic drink that could amazingly make anybody fly from wherever they are. Shashank had finally created his dream beverage that lets you ‘fly sober’.