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Journalism of Courage
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.
8220;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,8221; Aje Asia Pacific marketing director Sorin Voinea said.
He,however,did not divulge details of investment here. 8220;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,8221; he said.
The Aje Group is present in 20 countries and the company is focused and operates in the emerging markets.
