After 20 Years, Parle Re-Enters Cola Market With Cafe Cu

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After 20 years, Parle re-enters cola market withCafe Cuba

PTI Sep 24, 2013 4:48 pm ISTNewsletter Like 1 Tweet 0

20 years, Parle re-enters cola market with Cafe Cu... http://retail.economictimes.indiatimes.com/news/persona...

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Mumbai, Sep 24 (2013): Two decades after it hived off its carbonated soft drinksportfolio, Parle Agro announced its re-entry into the Rs 15,000-crore cola market earlynext year with the launch Cafe Cuba, a coffee-flavoured carbonated drink.

Parle Agro had sold its popular and iconic soft drink brands namely Thums Up, Limca,Gold Spot and Citra, to Coca-Cola in 1993 and had also signed a non-competeagreement for ten years.

Even today, after two decades, the Thums Up brand remains so strong that Americancola major Coca Cola has not managed to push its global flagship brand Coke, ahead of this locally developed drink, making India the only market in the world, where Coketrails a group brand in market share.

The company plans to roll out Cafe Cuba by January or February 2014 and is aiming togarner a market share of 7 per cent within the very first year of its launch.

"We are creating a completely new category in the carbonated soft drinks space. Thecarbonated drinks market only has lemon, cola and orange flavours. So we thought thiscould stand out clearly. The vision is to create a differentiated product and it took us 10years to develop it," Parle Agro Chairman and Managing Director Prakash Chauhan tolda select media briefing here.

Primarily targeted at the youth, Cafe Cuba will be priced at Rs 20 for a 250 ml can andRs 15 for 250 ml in a PET bottle. The product will also be available in 500 ml and 1 ltr,but Chauhan declined to talk about their pricing.

The carbonated soft drink business is highly competitive and Chauhan said the companywould not compromise on pricing.

"There is a slight premium on the product. We can't get into tighter pricing," he said.

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Swami...

That's absolutely amazing thing to know, yes we need our own country's products to be seenrather than investing on overseas companies. Thumps up is among the greatest softdrink and weas indian's want to see more like this lets make india a self-sufficient, self-independent andself-superpower

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After 20 Years, Parle Re-Enters Cola Market With Cafe Cu