India-based packaged drinking water company Bisleri International is returning to carbonated drinks segment with the launch of Bisleri Pop, which is positioned as a fruit-based carbonated drink.
Bisleri is planning to introduce Bisleri Pop in four variants - Bisleri Limonata, Bisleri Fonzo, Bisleri Pina Colada and Bisleri Spyci, across all major cities in India this month.
The drinks will be available at Rs 10 for a 200ml bottle, Rs15 for a 300ml bottle and Rs20 for a 250ml can.
The move follows Coca-Cola's unveiling of fruit-based carbonated drink Fanta Green Mango which was revealed at the Make in India summit held in India earlier this week.
Bisleri had collaborated with Coca-Cola two decades ago and is now entering the carbonated drinks segment, competing against the US-based multi-national, reported Hindu Business Line.
Bisleri International chairman Ramesh Chauhan was quoted by The Hindu Business Line as saying: "We are now on the same boat with Coca-Cola and will do whatever it takes to increase distribution and capacity to compete against them. Our flavours are unique and though we may not have enough production capacity, we plan to quickly enhance it along with 30-40 per cent increase in distribution."
Bisleri Pop was in development phase for 18 months. The company is planning to launch the product with promotional activities such as outdoor campaign, followed by media campaigns such as television and digital advertisements to engage youth, reported Business Standard.
The company is also planning to introduce more flavours and extensions in future.
Ramesh Chauhan was quoted by Business Standard as saying: "We unveiled the product at the recent Khala Ghoda arts and cultural festival in the city and were surprised with the response it received. It was good. People in general liked the flavours, which gave us the confidence to consider a larger rollout."
The Rs140bn ($2.04bn) Indian soft drinks market is dominated by US beverage companies Coca-Cola and PepsiCo. Even these companies are now moving in pursuit of newer offerings with consumers increasingly choosing healthier options.
Coca-Cola's Fanta Green Mango drink, which was unveiled earlier this week, is being projected as 'juice with fizz formulation'. It contains 10.4% juice concentrate, which is produced by local farmers and pulp processors.
At the product launch Coca-Cola India and South West Asia president Venkatesh Kini had said: "The launch of our latest 'Juice with Fizz' innovation, is rooted in Govt's vision for the food processing sector and the role that the beverage industry can play in benefitting Indian farmers. It is also in keeping with our focus of providing more choice to the consumer.
"With Maaza and Minute Maid range of juices already in our stable, the addition of Fanta Green Mango will allow us to further leverage our system's value chain in procuring ingredients and raw materials from the fruit farming community."
