NEW DELHI: Global food and beverages major PepsiCo on Thursday announced its entry energy supplement segment of the estimated Rs 500-crore Indian ene
rgy drink market with plans to capture a substantial section of the segment within two-three years.
The company's plans to roll out its SoBe Adrenaline Rush energy supplement comes on the heels of PepsiCo global chief Indra Nooyi's announcement of investing USD 500 million in the Indian market over next three years with the aim of trebling the company's sale.
The company is targeting the 24 plus young segment in the major urban centres for the new drink which would be rolled out in Mumbai, Delhi and Bangalore, before being marketed in other cities, PepsiCo said in a statement.
The new launch is part of the company's plan to expand the non-carbonated portfolio and provide consumers with a range of beverage options, it added.
The company said it is aiming for a 'substantial' segment of the Indian energy drink market but did not elaborate further. It is also planning to undertake a sale promotion campaign for the new drink in the India market
The new drink is available at Rs 75 per 245 ml can, the company added.
PepsiCo's new drink is being introduced just in the aftermath of the company's India operations being elevated to a regional status. Besides, the company had during recent week's undertaken a series of brand building exercises including introduction of special Diwali packages and a major relaunch of its fruit drink Tropicana