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Pepsi to bring Gatorade to India

27-March-2004
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Pepsi to bring Gatorade to India

PepsiCo India is all set to launch its best-selling brand, Gatorade, an energy drink with global sales of over $1 billion, in the country soon.

“We are trying our best to bring Gatorade during the summer, failing which we will definitely launch it by November this year,” said Subroto Chattopadhyay, executive director, Pepsi Foods.

According to Chattopadhyay, the company is trying out various packaging options, such as glass bottles, and the trademark green-and-yellow plastic sipper bottles.

In 2001 Pepsi had introduced an energy drink, called Shock, priced at Rs 25 for a 300 ml bottle. The drink failed to cut ice among consumers and was soon pulled out of the market.

Globally, Gatorade competes with Coca-Cola’s Powerade. Gatorade will be Pepsi’s second major brand launch in two years.

Last year the company had brought the Mountain Dew drink to India.

Elaborating Pepsi’s strategy for summer launches in the non-carbonated drinks segment, Chattopadhyay said the company has begun test-marketing iced tea and cold coffee through vending machines in a joint venture with Hindustan Lever Ltd.

“HLL will provide the vending machine technology and the beverage concentrates, while the drinks will be made from Pepsi’s Aquafina water. Pepsi will also bring its vast experience of running mechanised vending machine operations to the joint venture,” Chattopadhyay said. The beverages will be sold under the Lipton brandname.

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