Pepsi and Hindustan Lever (HLL) have announced the launch of Lipton Ice Tea through the Pepsi-Lipton alliance. The alliance pools the companies' respective strengths to market, sell and distribute Lipton's ready-to-drink (RTD) tea in India.
The product is to create a new category, which is not existent in the present market by targeting the core segment of youth. Through the particular format of a returnable bottle, the Lipton Ice Tea will surely find a strong holding as an alternative to aerated beverages.
Lipton is the world's best selling brand of tea. The launch of Lipton Ice Tea augments Pepsi's portfolio of healthy refreshment beverages, complementing brands such as Tropicana and Aquafina. The launch also advances Lipton's leading position in the Indian RTD tea market, a fast-growing beverage category. The 'Pepsi-Lipton' alliance in India will build upon the success of the Pepsi-Lipton partnership in the United States and other select international markets.
According to Rajeev Bakshi, Chairman, Pepsi India Holdings, "HLL and PepsiCo have come together on an international level. The intensity of the partnership is very high. Pepsi and HLL are good examples of FMCG marketing in India and this alliance holds a very promising future."
S Ravindranath, Managing Director, Foods, HLL, said, "Lipton is a very strong brand of Unilever and we are looking at complete endorsement and success in the Indian market. We are very confident of this alliance and we have put our best system and technology together."