Fizz to stay in carbonated drinks: Beverage company

India

07 Oct 2018

Kolkata: Fizz to stay in carbonated drinks, feels Greenfizz Beverages

Despite an estimated Rs. 70,000cr carbonated soft drinks (CSD) under pressure in the beverages market, a Kolkata-based company remains optimistic about its future in the country.

"CSD in India is going to stay... With this belief, we have introduced an Indian brand 'Fly Up' in carbonated drink segment during the festive season," Greenfizz Beverages Director Pramod Lundia said.

Here are more details.

Main effect

Greenfizz Beverages's Director feels the main brunt is on colas

Pramod said "the main brunt is on colas...Total beverage market is shared equally between carbonated drinks and non-carbonated drinks."

Another Director Punit Lundia said "whatever slowdown is witnessed is in cities and not in rural areas which still remains an untapped market. The overall volume of even colas hasn't dipped, but fresh growth is taking place in other variants like lime and lemon flavors."

Carbonated drinks

Greenfizz Beverages introduced fruit-based carbonated drinks

"To overcome some negative perception about the carbonated drinks, we have introduced fruit based carbonated drink and not carbonated soft drink by two MNCs which enjoy 60% of the market," Punit said.

Punit said they were already bottlers for a US soft drink brand "RC" and had world-class modern production lines and its existing capacity is of at least 20 million cases a year.

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Beverages

Company has four variants to compete with MNC market leaders

"Initially, we will focus in West Bengal within 150km from our manufacturing facility in Singur before expanding further," Punit said.

"We hope for Rs. 200cr revenue in the first year equivalent to 2% of estimated Rs. 1,000cr market for CSDs," he said.

The company with homegrown brand 'Fly UP' has four variants to compete with MNC market leaders in cola, lemon, orange, jeera flavors.

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