The joint venture’s first product, Tata Water Plus, claims to be the country’s first nutrient water and will be priced at Rs.16 for a 75cl PET bottle. Initially it was be available in two variants — zinc and chromium.
“It is taste neutral. It looks and tastes like normal water but with added goodness of nutrients that are bio-available,” the company said.
Addressing a press conference, R K Krishna Kumar, vice-chairman, Tata Global Beverages, said NourishCo would focus on enhancing the hydration category in India. Besides Tata Water Plus, the NourishCo portfolio will include Tata Gluco Plus, a glucose-based lemon-flavoured drink in a unique cup format, and Himalayan Natural.
Krishna Kumar said that the product had been developed by the Tata company, but its manufacture would be outsourced to a local bottler in Chennai. The distribution would be handled by PepsiCo.
Tata Gluco Plus, however, was developed by PepsiCo, he added. Manu Anand, Chairman, PepsiCo, India Region, said his company believed in ‘performance with purpose’. The product was in tune with this philosophy, he added. He felt that Tata Water Plus was not just a game changing product but a commitment from the two organisations to ‘improve peoples’ quality of life’.
Source: Business Line/The Hindu/Tata Global Beverages
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