“We are planning on initial placement of 28 Black starting with five major cities – Delhi, Mumbai, Kolkata, Banglore and Hyderabad – as soon as possible and pan-India placement in the next 30 months,” said Kurien Mathew, managing director of Calidris 28 for SAARC countries.
“We will invest €3-5m in India. Initially it will be confined to product positioning and building up the brand equity in the country,” he added. The company also has plans to set up its own bottling plant to supply products to the Middle East and Asia Pacific region.
Priced at Rs100 per can, 28 Black and 28 White are sugar free and are made from natural ingredients, including fruits from tropical Amazon regions. Denying any competition from the existing brands in the Indian market, Mathew said: “We don’t fall under any predetermined energy drink market niche. We are the first natural energy drink based on açaí berries, so technically we don’t have any competitors in the market.”
Source: News One
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