Calidris 28 to launch health drinks in India
April 9th, 2011 - 7:52 pm ICT by IANSNew Delhi, April 9 (IANS) Luxembourg-based Calidris 28 Saturday said the company will launch its premium energy drink segment, including two flavours - 28 Black and 28 White - in the Indian market soon with an investment of 5 million euro.
“We are planning on initial placement of 28 Black starting with 5 major metros - Delhi, Mumbai, Kolkata, Banglore and Hyderabad - as soon as possible and pan-india placement in the next 30 months,” Kurien Mathew, managing director of Calidris 28 for SAARC countries, told IANS.
“We will invest 3-5 million euro in India. Initially it will be confined to product positioning and building up the brand equity in the country,” he added.
The company also has plans to set up its own bottling plant to supply products to the Middle East and Asia Pacific region in the long run.
Priced at Rs.100 per can, the health drinks are sugar free and are made up of natural ingredients, including fruits from tropical Amazon regions, he claimed.
Denying any competition from the existing brands in the Indian market, Mathew said: “We don’t fall under any predetermined energy drink market niche. We are the first natural energy drink based on acai berries, so technically we don’t have any competitors in the market.”
Already present in the Indian market are health drinks like Red Bull and Cloud 9.
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Tags: acai berries, amazon, asia pacific region, banglore, bottling plant, brand equity, cloud 9, energy drink, health drinks, hyderabad, india placement, initial placement, kolkata, market niche, metros, natural energy, natural ingredients, product positioning, red bull, saarc countries