'Oye Yaar' Is A Turmeric Based Drink That's Taking Homegrown Haldi To The World

The benefits of turmeric have been imbibed by most Indians through our everyday practices and habits, from being the key ingredient in our immunity-boosting 'haldi doodh' to being a staple in our everyday curries. But for those in other countries, the benefits of turmeric and the myriad of ways to incorporate them easily into one’s life are still new. While Oye Yaar was not founded by someone of South Asian origin, it has been inspired by everything from the medicinal benefits of turmeric to the varying accents of yellow that are synonymous with India - from the beautiful buildings of Pondicherry and Goa to that of our beloved rickshaws.

Oye Yaar's turmeric drink can be considered a marker of cross-cultural innovation, combining the spicy, complex flavours of India and the confectionary heritage of Belgium. From waffles to chocolate, Belgium has been known for creating high-quality, meticulously crafted fares and Oye Yaar is another worthy addition to this list. Founded by globe-trotter Benjamin Roussauex after travelling across India, and drawing on his personal relationship with turmeric, creating Oye Yaar was a personal journey.

In a feature by the Paris Match, he shares how he grew up with dishes that were made more nutrient-dense by his mother who followed a very clean lifestyle. He mentioned, "My mother, who was very into organic, always flavoured her dishes with this emblematic Indian spice. When, after working ten years in marketing, I became interested in syrups and concentrated drinks, it was my entire childhood that inspired me."

After his extensive travel adventure in India, Rousseaux was struck by the vibrant, creative energy of the new generation. This inspiration, combined with his frustration over the limited non-alcoholic beverage options available, led him to create Oye Yaar. Turmeric, the star ingredient of Oye Yaar has been revered for thousands of years across Southeast Asia for its antioxidant, antiseptic, and anti-inflammatory properties. This potent root, integral to the Ayurvedic diet, is celebrated not only for its health benefits but also for its rich, earthy flavour.

But Rousseaux's formulation for Oye Yaar, however, is not just about turmeric. It boasts of a tangy, complex symphony of flavours, owing to the incorporation of ginger, agave syrup, hibiscus, lemon, pineapple, and three types of pepper, that the brand claims enhance the benefits of turmeric.

‘Oye Yaar’ has been named by playing with the common phrase Hindi speakers use in a myriad of ways depending on the situation, and is a sly nod to the drink’s versatility. The common phrase heard across the streets of India encapsulates the essence of the drink: it's an invitation to share and enjoy a moment with friends and loved ones. 

The production of Oye Yaar and bottling takes place in Brussels, while the spices are sourced directly from Mumbai. Currently available in organic stores such as Sequoia, Färm, and Ekivrac, and the product is also being featured in a myriad of ways by different chefs across Europe. It is also available online for purchase at the Belgian Health Food Market Kazidomi. 

But beyond sourcing the ingredients from India, Oye Yaar’s and its founder’s vision extends wide. Through its social media presence and website, the brand is also highlighting the modern Indian creative. This ranges from dedicated shoots by Hunar Daga on the beaches of Pondicherry to highlighting the works of South Asian creatives like Goa-based visual artist Rodali Dutta andOt Mumbai-based stylist Divya Saini.

The alcohol-free drink is going beyond its limits to celebrate both the heritage and contemporary spirit of India, all while catering to a health-focused European market. Through their vibrant visual stories and inspired culinary collaborations, they are highlighting the versatile nature of this well-crafted zero-proof aperitif. 

You can follow them here.

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