Rituparna Chatterjee – Mumbai
Sappe Public Company Limited, a Thailand based manufacturer of health and beauty drink products, is looking at expanding the reach of its Mogu Mogu brand in the India market. Mogu Mogu is a fruit juice with coconut jelly. Sappe Public Company Limited has various health and beauty drink brands under its portfolio including Mogu Mogu, Mogu Mogu Cubes, Sappe Beauti Drink, Sappe Beauti Shot, Sappe Smarti Shot, Sappe Aloe Vera Drink, Sappe Juice Me, Sappe Coco, among others. In the India market, Sappe Public Company Limited has been offering two of its brands – Mogu Mogu and Sappe Aloe Vera Drink.
Speaking on expanding the reach of Mogu Mogu in India, Vikash Kumar Singhal, director, Sunbeam Mercantile Ventures, the importer of Sappe Public Company Limited’s products in India, stated, “Mogu Mogu being an imported product has a much higher cost than the domestic ones. So the product is premium and our target segment is the affluent and middle class customers within the age group of 10-30 years. We are present across different retails outlets like METRO Cash & Carry India, HyperCITY, Godrej Nature’s Basket, etc. We have 100-120 distributors across the country and the awareness of Mogu Mogu is increasing. Now many colleges are opting for this product during festivals. We will continue to tap this segment. Moreover, some hotels are keeping our products especially in the mini bars and we are now targeting the high end restaurants.”
Giving her perspective, Kanyaporn Skutalakul, vice president-international business department, Sappe Public Company Limited, stated, “We launched Mogu Mogu and Sappe Aloe Vera Drink eight years ago. We will be relaunching Sappe Aloe Vera Drink in the second quarter of 2016 because of the recent FSSAI regulations. Mogu Mogu has grown more than 10 times over the past five years globally. We do not invest much in marketing and advertising for we believe that if people love a product they will come back for it.”