Holi has always been synonymous with abandon, bright colours in the air, music on the streets, plates filled with gujiya, and glasses brimming with thandai. It is a festival where indulgence is not just
permitted but expected. Yet, as India confronts rising temperatures and an alarming surge in lifestyle diseases, there is an urgent case for rethinking one of the most overlooked aspects of festive culture: what we drink.
For decades, sugary beverages have been woven into Holi traditions. But tradition alone cannot justify choices that may undermine health, especially when the science is unequivocal. India is home to over 77 million people living with diabetes, according to the International Diabetes Federation. The World Health Organization recommends that free sugars account for less than 10 percent of daily calorie intake, ideally below 5 percent. Festivals, however, can push consumption far beyond these limits in a single day.
Nidhi Saxena, founder & Chief Delulu Officer, Delulu | iShots Beverages Pvt. Ltd., believes the shift toward healthier festive hydration is no longer optional. “Holi is a time to commemorate the celebration of color and community, but hydration is often forgotten amid the sweets, thandai, and sugary drinks. As India gets hotter and more people face lifestyle-related health challenges, rethinking what we drink during festivals is no longer a choice; it is an absolute necessity,” she says.
Her point reflects a larger reality. Holi is not a sedentary celebration. It unfolds outdoors, often under a harsh spring sun. Dancing, running, and hours of social activity accelerate fluid loss. Ironically, sugar-laden drinks, which many turn to for refreshment can work against hydration. High sugar concentrations slow the absorption of water in the body, leaving people paradoxically dehydrated even as they continue to drink.
This is where modern nutritional science offers an alternative. Sugar-free beverages formulated with electrolytes and micronutrients can replenish fluids efficiently without triggering blood sugar spikes or energy crashes.
As Saxena explains, “Electrolytes like sodium and potassium help maintain the body’s fluid balance, while essential vitamins support energy metabolism. Today, advances in food science allow us to create drinks that deliver hydration and natural flavour without the excess sugar that makes the body work harder.”
Equally important, she cautions, is consumer awareness. “It’s essential to understand the difference between ‘low sugar’ and ‘no added sugar.’ Many beverages marketed as festive coolers still contain sugars listed under different names like fructose, maltose, or syrups. Reading labels and choosing clean-ingredient, no-added-sugar options is critical.”
Hydration, however, is not just about sugar. It is also about how the body copes with environmental stress, including exposure to synthetic Holi colours.
Clavell Santiago, VP – HoReCa Sales and Marketing, Evocus, points out that the celebration itself can place additional physiological strain on the body. “Many synthetic colours used during Holi contain artificial dyes and chemical compounds that may enter the body through skin contact, inhalation, or accidental ingestion. This exposure can contribute to dehydration and increase the burden on the body’s natural detoxification processes,” he notes.
In such conditions, hydration plays a protective role. Santiago emphasises the importance of choosing functional beverages that actively support the body’s balance. “Alkaline and electrolyte-enriched beverages help maintain mineral balance and pH levels, enabling more effective hydration and supporting the body’s natural ability to flush out impurities,” he says.
He also echoes the warning against sugar-heavy festive drinks. “High-sugar beverages often intensify thirst rather than relieve it. Excess sugar accelerates dehydration and leads to energy crashes. Sugar-free hydration options provide sustained energy and support overall wellness, allowing celebrations to remain joyful and responsible.”
Together, these perspectives point toward a broader cultural shift. Festivals evolve. Just as many urban Indians have embraced organic colours and eco-friendly celebrations, festive nutrition must also modernise.
This does not mean abandoning tradition. Thandai and festive treats will always have their place. But balance matters. Making water easily accessible, offering healthier beverage alternatives at gatherings, and encouraging mindful consumption can ensure that celebration does not come at the cost of well-being.
The real spirit of Holi lies in vitality in the laughter that lasts all day, in the energy that carries people from morning rituals to evening gatherings. Hydration is central to sustaining that spirit.
A healthier Holi, therefore, is not about restraint. It is about empowerment. It is about choosing drinks that sustain rather than deplete, that energise rather than exhaust.
This year, as colours fill the air, perhaps the most meaningful change will be invisible, a quiet shift toward smarter hydration, ensuring that the festival remains not just vibrant, but truly life-affirming.
