11(U)/S/O
The Financial Express/ New Delhi/ 20/ 10/ 07
Coke and Pepsi intensify battle for water biz
Lalitha Srinivasan
Mumbai, Oct 19 After fighting a pitched battle for market share in the carbonated drinks
sector, PepsiCo India and Coca Cola India are now shifting their attention to packaged
water business in India.
For starters, PepsiCo India is revamping its packaging and communication strategy to
promote its brand Aquafina, while Coca-Cola is beefing up its operations to pump up
volumes.
Meanwhile, Amul is reconsidering its foray into the packaged water business in Gujarat.
In essence, the Rs 1,250 crore Indian packaged water sector will witness a lot of action in
the next few months.
On the company’s strategy, Homi Battiwala, vice-president (emerging categories)
PepsiCo India said, “We are introducing ‘Aquafina’ (500 ml) in a brand new pack with
translucent labels. To announce the news, we are launching a mass media campaign titled
‘Go’.”
“Created by JWT India, PepsiCo’s new ad campaign highlights the ‘convenience factor’
in its communications.
PepsiCo’s arch rival Coca-Cola is also harping on the convenience factor of Kinley to
woo new consumers.
“According to a spokesperson from Coca-Cola India, “Kinley finds a special appeal
amongst consumers who have an on the ‘Go lifestyle’, looking for hygienic and
trustworthy drinking water while being on the move.”
A few months ago, Coca-Cola India has introduced its premium mineral-enriched product
‘Schweppes Water’ in 45 select locations across Mumbai.
On the other hand, PepsiCo India is planning to launch its own enhanced water products
under the brand name ‘Aquafina’.
According to industry sources, PepsiCo is planning to introduce its global enhanced
water brands in India-to reach out to a wider target audience. Currently, Pepsi's global
brands in the enhanced water category include, Sobe, Aquafina Alive and Propel.
When contacted Battiwala said, “We are investigating the opportunities for enhanced
water brands in India.”
However, he was reluctant to reveal further details on the company’s new launches.
As for Coke’s foray into the enhanced water sector in India, the company spokesperson
said, “In keeping with consumer preferences and needs, Coca-Cola in India is
continuously evaluating all its offerings within its product portfolio. However currently
there are no plans to launch Glaceau in India.”
Competition seems to be really hotting up in the cool packaged water business in India.