Tata Global to grow health drinks’ biz

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Lalitha Srinivasan: Mumbai, Aug 17 2011, 03:01 IST

After pulling out its fruit-drink ‘Tion’ from domestic markets, Tata Global Beverages (TGBL) is gearing up to launch a slew of health beverages through its joint venture with PepsiCo India, NourishCo Beverages, this year. After seeing the response to its pilot project — the launch of Lehar Gluco Plus — in Maharashtra, the joint venture is planning to extend the brand to other markets within a year.

Sources say the range will comprise energy drinks and beverages fortified with vitamins. Tata will also use learnings from their earlier association with Energy Drinks, USA, for the roll out.

TGBL is also planning leverage upon NourishCo’s distribution network to promote its water brand ‘Himalayan’ in domestic markets this financial year. In November 2010, NourishCo had entered into a brand licensing and a manufacturing agreement with the Tatas for marketing the latter’s Himalayan brand of mineral water.

At present, Tata Global and PepsiCo India are exploring various options across categories in the health and wellness sector in India. Incidentally, TGBL’s rival, Hindustan Unilever (HUL) has recently launched Lipton Ice tea on the lite refreshment platform with its strategic alliance with PepsiCo India.

On the rationale behind discontinuing Tion in India, Percy Siganporia, MD of Tata Global Beverages, said, “Somehow, Tion did not meet our marketing matrix. So we decided to discontinue it. Our current focus is on launching health and wellness beverages with our JV partner PepsiCo.”

In 2009, Tata Global Beverages (known as Tata Tea) had forayed into the fruit-based beverages

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