The company, which has already begun a pilot market study for the product in Maharashtra, said it will sell the lemon flavoured non-carbonated drink under a ‘Tata’ brand.
“As we see the result of the market study, we will scale it up. Our objective is to roll it out nationally as fast as possible,” said NourishCo CEO, Ms Punita Lal. “We will scale it up first in Maharashtra. The objective of the product is to go deep before we go wide. Within the next year, we want to go to other markets,” she added.
Asked about the future branding strategy of the product, she said, “Over time we will migrate to ‘Tata Gluco Plus’. We believe that the ‘Tata’ name is very unique and has formidable appeal to consumers from the lower income segment because of the heritage that the brand brings in. That’s really the work we are doing.”
While ‘Lehar Gluco Plus’ will be the first product developed by the joint venture, it is reported that NourishCo had entered into a brand licensing and a manufacturing agreement with the Tatas for marketing the latter’s Himalayan brand of mineral water.
Source: The Hindu / The Economic Times
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