The Peruvian company has introduced Big Cola at an invitation price of Rs18 for a 535ml PET bottle in Mumbai, Pune and Surat. Pepsi and Coke sell the similar pack size cola for Rs23.
The plan, apparently, is to extend the reach of Big Cola in Maharashtra and Gujarat before moving to other states. Ajegroup, which only last year stepped outside its home turf, launching operations in Thailand, has a bottling unit in Patalganga, Maharashtra.
According to sources. the unit, set up at an investment of Rs50 crore, can produce 600 bottles per minute, said the sources. Though Big Cola executives remained unavailable for comment, the sources said the Patalganga unit can accommodate one more line as Aje looked to expand its business in western states. Ajegroup is also looking to sell Big Cola in larger PET bottles. Packs of 1.5 and three litres will be launched in the coming months once the brand finds its footing, according to the sources.
A formal launch of Big Cola is expected in few weeks in the markets where it is present. Aje has appointed Mumbai-based creative agency Cartwheel and media agency Karishma Initiative.
According to the article in the Business Standard, with a 15% share, Thums Up is currently the leading carbonated soft drink in India, followed by Sprite (14.7%), Pepsi (13-14%), Limca (12%) and Fanta (10%). Coca-Cola is at only sixth place with a share below 10%.
Source: Business Standard
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