Pepsi and Coca-cola had better watch out. The owner of the Amul milk brand, Gujarat Co-operative Milk Marketing Federation (GCMMF), is getting active on the probiotic (health) and energy booster drinks segment.
This month, the company launched an energy booster drink called Stamina. There are also plans to launch a probiotic drink that can cure certain illnesses, or at least promises to help keep a few of them at bay.
What's more, the Co-operative has roped in India's biggest private healthcare company, Apollo Hospitals, to endorse these products. “The 'yet-to-be-named' probiotic drink improves gastrointestinal tract (GIT) health, and helps to prevent diarrhoea. It inhibits enteric pathogens, helps to bring the GIT to normal in adults, the elderly and children,” said a GFMMF executive. The Federation has developed the product along with experts from Apollo.
This new drink, expected to hit the market soon, will have ingredients like yoghurt and honey. It will reduce rotavirus-induced diarrhoea in infants and help in the “re-establishment of the GI micro flora during and after antibiotic treatment”, the executive added. The probiotic drink will help to tackle conditions such as allergic reactions.
While the product will be first launched in Gujarat - metros included - it is aimed at capturing the largely untapped sports market. “In European countries probiotic drinks have become a part of the everyday life of an urbanite. The segment has tremendous potential to grow in our country as well, especially the metros where an increasing number of people complain of stomach-related lifestyle diseases,” the executive added.
In India, this segment, like the sports drinks segment, is largely untapped. No wonder, the Federation is planning some value additions for Stamina.
The drink, now available in hard paper packaging, will also made available in cans. GCMMF executives claim that Stamina is the first Indian sports drink. Soft-drink majors Coca-Cola and PepsiCo are also reportedly preparing a national roll-out of their drinks in the same segments.