Ashish Avadhanula, Co-founder and Managing Partner at THESIS Enterprises, has built a reputation as an innovator with a deep sense of purpose. His entrepreneurial journey is proof that even the most unexpected moments can spark groundbreaking ideas. Ashish Avadhanula’s story doesn’t begin in a sleek boardroom or a high-powered meeting; it begins in an ordinary, everyday place a local goli soda vendor’s stall. The story of Fable & Fizz, the natural soda brand he co-founded, is a testament to Ashish Avadhanula’s ability to see potential where others see the mundane.
It was a simple sip that set the stage for Ashish Avadhanula’s latest business venture. Like many people today, he and his partner were conscious of their health, especially when it came to sugary, artificial sodas that were a staple of their childhood. One fateful day, they stumbled upon a local goli soda vendor who used real lemon juice in their drinks, a rare find compared to the mainstream sodas flooding the market. This seemingly insignificant moment ignited a passion within Ashish Avadhanula for creating something better a beverage that was not only delicious but also wholesome and natural.
What set this moment apart was its unexpected nature. Ashish Avadhanula’s entrepreneurial instincts had always been sharp, but this encounter opened his eyes to the opportunity of crafting a truly authentic drink. The turning point came when their toddler, just over two years old, took a sip of this unique beverage. The joy and delight on his face was unforgettable. It was at that precise moment that Ashish Avadhanula realized the power of simple, honest ingredients in a product that could delight and satisfy people of all ages.
It was this idea, born from a genuine love for natural, refreshing beverages, that led to the creation of Fable & Fizz India’s first honey-sweetened soda enriched with herbs, florals, and botanicals. Ashish Avadhanula’s vision for Fable & Fizz was clear: a beverage that was free of artificial additives and sugar-laden ingredients, providing consumers with a refreshing alternative. With the use of real, natural ingredients, Ashish Avadhanula sought to craft a soda that reflected his values and his commitment to authenticity. Fable & Fizz was not just a business it was a passion project that aimed to provide an honest, better alternative in the world of soft drinks.
The reception of Fable & Fizz has been nothing short of phenomenal. Under Ashish Avadhanula’s leadership, the brand has seen rapid growth in Vijayawada and Hyderabad, with over 5,000 customers having tasted the product, all of whom have offered positive feedback. More than 50 outlets in these cities now regularly stock Fable & Fizz, each selling 4–5 bottles daily. The best part of this success, as Ashish Avadhanula points out, is that it was achieved without any traditional marketing spend. Instead, the brand’s growth has been fueled by word-of-mouth love a testament to the power of crafting something real and authentic.
But for Ashish Avadhanula, this is just the beginning. With Fable & Fizz’s success in its initial markets, he is now poised to take the brand to new heights. Ashish Avadhanula is actively seeking to partner with HoReCa chains (cafés, restaurants, hotels), superstockists and distributors across India, and e-commerce and Q-commerce platforms like Instamart, Zepto, and Flipkart Minutes. He’s looking to collaborate with retailers who believe in offering a real, premium beverage experience. This new phase of growth is a reflection of Ashish Avadhanula’s unwavering commitment to his vision and his readiness to expand his reach.
What makes Ashish Avadhanula’s journey so inspiring is not just his ability to identify an opportunity in a crowded market, but also his commitment to staying true to his values. From the beginning, his focus has been on crafting a product that delivers an authentic experience to customers. For Ashish Avadhanula, it’s not about simply creating another drink; it’s about revolutionizing the way people think about beverages. It’s about bringing back the essence of natural, honest ingredients in a way that resonates with today’s health-conscious consumers.
In his LinkedIn post, Ashish Avadhanula emphasizes the importance of creating something real. This mindset has been central to his approach to entrepreneurship. He has proven that with the right values, the right product, and the right mindset, even the smallest, most organic ideas can blossom into something far bigger than anticipated. Ashish Avadhanula’s dedication to crafting a better, more authentic beverage experience is not just inspiring it’s a model for how businesses should operate in today’s world. His focus on quality over quantity, authenticity over gimmicks, and real connections over marketing tactics speaks volumes about the future of entrepreneurship.
Ashish Avadhanula’s journey with Fable & Fizz is far from over. The success of the brand so far is only the tip of the iceberg. His vision to create a healthier, more honest alternative to traditional sodas has resonated with thousands of people, and his plans for future growth are ambitious and exciting. Whether it’s partnering with cafes and restaurants, expanding into e-commerce platforms, or collaborating with retailers who share his values, Ashish Avadhanula is ready to take Fable & Fizz to the next level.
As he says, “We’re just getting started.” And with Ashish Avadhanula at the helm, it’s clear that the best is yet to come for Fable & Fizz and for everyone who believes in the power of authentic, natural refreshment. His journey proves that with passion, integrity, and a focus on what matters most, extraordinary things can happen even from the most unexpected of beginnings.
