Top Story


Home >> Marketing >> Article

Brand Pepsi eyes non-core categories

Font Size   16
Brand Pepsi eyes non-core categories

Move over Nike. Brand Pepsi is stepping in. For the first time in India, soft drink brand Pepsi will be licensed to non-core categories like footwear, apparel, kidswear and accessories like bags, keychains, and what-have-you.

The US soft drink major has given the mandate to Interasia & Associates, the exclusive licensing agent for PepsiCo Beverages International in HongKong, Taiwan, Malaysia, Korea to appoint Pepsi licenses who will manufacture and distribute a variety of products in ‘non-conflicting’ categories under the brand Pepsi in India.

“Pepsi is bullish about the Indian market. They, obviously see it as a huge market and are keen to tap it,” Interasia & Associates India director Gaurav Marya told FE.

Interasia has recently opened its office in the country by entering into a joint venture with Franchise India Holdings Ltd (FIHL), also headed by Mr Marya. “Strategic licensing agreements is the next big thing that will happen in the retail scenario in India,” Mr Marya said.

According to Mr Marya, the Pepsi products will be distributed in the country through exclusive ‘Pepsi image stores’ which will be set up throughout major cities in the country. The products will be priced competitively and will be positioned at the lower end of the market.

Inspired by the China model used by Pepsi for its licensing programme, Interasia hopes to emulate the same in India as well. “In China, Pepsi shoes sell much more than Nike,” FHIL director Tony White said and added that India being a similar marketplace, the programme is likely to be successful here.

In China, Pepsi products have spanned product categories like bedding, linen, bathroom textiles, floormats and others, and are sold through free standing Pepsi stores or shop-in-shop concepts throughout major cities.

According to Mr Marya, in India, Pepsi has initially decided to enter product categories like apparel, footwear, kidswear and bags but would be open to expanding base in order to offer an extensive selection of lifestyle merchandise.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.