Pepsi to push growth in non-cola products
Namrata Singh | TNN
Mumbai: PepsiCo India—whose flagship cola drink Pepsi has been hit by a pesticide controversy, a charge the company strongly refutes—is enhancing its turnover from the non-cola segment.
The non-cola segment is said to have grown to contribute one-fourth of Pepsi-Co’s overall business in India, over the last 3-4 years. Earlier, the multinational derived a major chunk of its turnover from Pepsi.
The company has been consistently working towards reducing its dependence on Pepsi by bolstering its noncola portfolio and other categories. This is aimed at making the company more broadbased in category growth so that no single product or category becomes the key determinant of its turnover.
The flavours segment, for instance, has seen a positive growth pattern over the past few years, even though figures are not available.
“Today, we are seeing the emergence of a discerning consumer who likes to seek variety and experiment with various options,’’ said a company spokesperson.
PepsiCo’s flavours (the non-cola segment) drinks, namely, Mirinda, 7UP and Mountain Dew, have seen healthy growth in India and have been active with a slew of initiatives. These include, 7UP Curvy launch by Mallika Sherawat, Mirinda signing on Zayed Khan, India’s first adventure reality show with Mountain Dew, among others. Among other categories which the company is focusing on, fruit juices, juicebased drinks, water are said to have seen dramatic growths in the recent past.
The estimated fruit juice market in India is approximately at Rs 350 crore which is growing month-on-month. The company claims that Tropicana’s growth has been faster than the category. One of the key factors that has triggered this trend is the emergence of the mass luxury segment and increasing consumer consciousness about health and wellness. “Our hugely successful international brand—Gatorade has gained momentum in the country with consumers embracing a lifestyle that includes sports and exercise. The emergence of high-quality gymnasiums, fitness and aerobic centres mirror the fitness trend,’’ said the spokesperson.
SPREADING OUT
The non-cola segment is said to have grown to contribute one-fourth of PepsiCo’s overall business in India, over the last 3-4 years.
Earlier, the multinational derived a major chunk of its turnover from Pepsi.
The company has been consistently working towards reducing its dependence on Pepsi by bolstering its non-cola portfolio and other categories.
Namrata Singh | TNN
Mumbai: PepsiCo India—whose flagship cola drink Pepsi has been hit by a pesticide controversy, a charge the company strongly refutes—is enhancing its turnover from the non-cola segment.
The non-cola segment is said to have grown to contribute one-fourth of Pepsi-Co’s overall business in India, over the last 3-4 years. Earlier, the multinational derived a major chunk of its turnover from Pepsi.
The company has been consistently working towards reducing its dependence on Pepsi by bolstering its noncola portfolio and other categories. This is aimed at making the company more broadbased in category growth so that no single product or category becomes the key determinant of its turnover.
The flavours segment, for instance, has seen a positive growth pattern over the past few years, even though figures are not available.
“Today, we are seeing the emergence of a discerning consumer who likes to seek variety and experiment with various options,’’ said a company spokesperson.
PepsiCo’s flavours (the non-cola segment) drinks, namely, Mirinda, 7UP and Mountain Dew, have seen healthy growth in India and have been active with a slew of initiatives. These include, 7UP Curvy launch by Mallika Sherawat, Mirinda signing on Zayed Khan, India’s first adventure reality show with Mountain Dew, among others. Among other categories which the company is focusing on, fruit juices, juicebased drinks, water are said to have seen dramatic growths in the recent past.
The estimated fruit juice market in India is approximately at Rs 350 crore which is growing month-on-month. The company claims that Tropicana’s growth has been faster than the category. One of the key factors that has triggered this trend is the emergence of the mass luxury segment and increasing consumer consciousness about health and wellness. “Our hugely successful international brand—Gatorade has gained momentum in the country with consumers embracing a lifestyle that includes sports and exercise. The emergence of high-quality gymnasiums, fitness and aerobic centres mirror the fitness trend,’’ said the spokesperson.
SPREADING OUT
The non-cola segment is said to have grown to contribute one-fourth of PepsiCo’s overall business in India, over the last 3-4 years.
Earlier, the multinational derived a major chunk of its turnover from Pepsi.
The company has been consistently working towards reducing its dependence on Pepsi by bolstering its non-cola portfolio and other categories.
