Coca-Cola and Pepsi have a new rival in their fastest growing market in Peruvian company Aje Group that has launched its non-caffeine cola,Big Cola,here today and is betting big.
For the Aje Group,which is owned by a Spanish company and traces its roots to Peru,has launched its flagship carbonated beverage Big Cola,after some months of test-marketing here.
The company claims to be the first non-caffeine cola maker and will roll out its carbonated beverages initially before launching its fruit juices,bottled water,teas and energy drinks.
The company has introduced Big Cola at Rs 18 for a 535-ml pet bottle in Mumbai,Pune,Nasik and Surat,much cheaper than their counterparts.
It is concentrating on the Western and Southern markets before planning for a national rollout.
The firm has a turnover of nearly USD 1.5 billion and expects India to be one of its biggest markets,as the per capita consumption of the carbonated drink is quite low here.
“I see India becoming a USD 100-million operations in the next three to five years. It is about growing consumption here rather than focusing on market share. India could represent very quickly a good chunk of our revenue,” Aje Asia Pacific marketing director Sorin Voinea said.
He,however,did not divulge details of investment here. “Every dollar that we generate from India,we will be investing back here. It is a long-term partnership and we share this commitment with this market,” he said.
The Aje Group is present in 20 countries and the company is focused and operates in the emerging markets.
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