Financial Daily from THE HINDU group of publications
Saturday, May 11, 2002
Pepsi aiming for bigger Slice of market with cartons
NEW DELHI, May 10
PEPSICO India's new line for Slice, the carbonated soft drink major's juice drink brand, went on stream today at the Ravi Jaipuria-owned Devyani Beverages plant at Greater Noida. The manufacturing line for Slice in cartons has been installed at an investment of Rs 6 crore.
A total of about Rs 60 crore has been invested in this plant. The plant has three lines for carbonated soft drinks, one line for glass juice bottles, and now one line for cartons.
PepsiCo plans to invest heavily on Slice, an estimated Rs 200-crore brand, through the year. While Slice is now available in lichi and orange flavours, in addition to the existing mango variant, guava-flavoured Slice is next on line, to be followed by Slice cocktails.
PepsiCo is sourcing lichis from Muzaffarpur, guavas from Karnataka and Allahabad, and mangoes from Ratnagiri.
Apart from 200-ml slim line cartons priced at Rs 10 each, Slice juice drinks will be subsequently made available in 250-ml returnable glass bottles as well.
The juice drink market is estimated at Rs 600 crore, with Coca-Cola's Maaza leading in this market, followed closely by Slice and then Parle's Frooti.
Among pure fruit juices, PepsiCo's Tropicana and Dabur Real together control a 75 per cent share of the Rs 100-crore market. Tropicana is available in orange, sweet orange, pineapple, black grape, apple, tomato and mixed fruit variants.
Meanwhile, PepsiCo is planning to introduce a fourth flavour of its carbonated beverage Mirinda by year-end. Mirinda is currently available in cloudy lemon, orange and apple flavours.
A-ha, PepsiCo India's recently launched lemon cola drink, is being rolled out in 330-ml cans for an introductory price of Rs 15 each. The company has decided to invest in plastic shrink sleeve wrapping (on the neck of the bottle) for A-ha glass bottles. 300-ml bottles of A-ha, priced at Rs 10, are now in the process of being rolled out in the market.
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