Top Story


Home >> Marketing >> Article

Pepsi plans region hub for juice, pulp

Font Size   16
Pepsi plans region hub for juice, pulp

PepsiCo International is planning to make India a regional sourcing hub for certain varieties of fruit juice concentrates and pulp, according to Graham Andrews, international brand director, Tropicana, the company’s fruit juice division.

Pepsi Foods India is already exporting nearly 20,000 tonne of mango pulp and concentrate predominantly to west Asia and Europe.

“We are also exploring the opportunities for exporting other fruit juices like guava and litchi which can become very popular in the Asian region where consumer preferences are similar to India," said Subroto Chattopadhyay, executive director, Pepsi Foods India.

According to Chattopadhyay, the Tropicana brand has registered strong double digit growth and has outpaced the growth of the packaged fruit juices market in India. “India is a very important market for Tropicana and is among the top ten biggest markets for the brand,” said Andrews.

Pepsi Foods is expecting its special citrus growing project in Punjab to start producing results very soon. The company sources orange juice concentrates from Brazil but through the ongoing project, Pepsi is trying to develop a large grower base which can produce high juice yielding oranges to match its requirements.

“India produces 47 million tonne of fruits providing us an exciting export opportunity within the Asia-Pacific region,” added Chattopadhyay.

“We have started with orange and will look at developing superior varieties of pineapple in the North-east and Kerala,” said Chattopadhyay.

Pepsi’s international team of experts has been visiting farms and processing units to provide key technical inputs.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking