Beverage Demand Surges In Summer: PepsiCo India and Rasna Optimistic
As temperatures rise across India, so does the demand for refreshing beverages, marking the onset of the peak season for companies. With an array of iconic brands under its belt, including Pepsi, 7up, Mirinda, Mountain Dew and Tropicana, PepsiCo India is gearing up for an exciting summer ahead, along with other beverage giants like Rasna.
Quenching Summer Thirst
According to a spokesperson from PepsiCo India, the company is anticipating strong consumer demand for its diverse portfolio of beverages during the summer months. From the timeless appeal of Pepsi's 'Yeh Dil Maange More' campaign to the fresh pairing of Ranbir Kapoor and Rashmika Mandanna in the new 7UP 'Super Duper Refresher' ads, PepsiCo India is rolling out high-impact marketing campaigns to captivate consumers nationwide.
Shailja Joshi, Category Lead for Cola & Flavors at PepsiCo India, highlights "Through two different films with quirky narratives, we aim to captivate our diverse audience across India. We aim to make 7UP their go to beverage this season."
Optimistic Growth Outlook
However, challenges persist in certain regions of North India, where colder temperatures impact consumer behaviour. Nonetheless, industry players like Rasna remain optimistic about the overall growth prospects for the beverage sector. Piruz Khambatta, Group Chairman of Rasna, expects double-digit growth in India and even higher growth rates abroad, fueled by expansion into new markets.
"It all depends on the summer. But definitely, I believe that our strategies of using celebrity this year in a very productive manner, along with ensuring effective marketing and distribution tactics, are definitely going to help us do better than our competitors," highlights Piruz.
As the summer unfolds, beverage companies are banking on innovative marketing strategies and celebrity endorsements to stay ahead of the competition during the sweltering months ahead.
