Pepsi to beat the heat with new launches

Cola major, Pepsico India seems keen to put controversy behind. The company has planned a steady stream of new product launches for the Indian market.

And if you read between the lines, the new products are targeted at the health conscious lot. The new products include diet versions of existing drinks, variants of water brand, Aquafina, and an entry into new categories like energy drinks.

Last week, Pepsico launched its low-calorie variant of 7Up. Branded 7Up Light, the variant was launched in Mumbai and Bangalore, in an unusual, low-key manner.

According to the company, the new introduction offers consumers beverage options that are sugar free and low in calories.

The lighter version of 7Up, available in PET bottles and cans, is only one among the several to follow. Also on the anvil are variants of bottled water, Aquafina. "We are considering the launch of variants in Aquafina," Rajeev Bakshi, chairman, Pepsico India said.

But he refused to give out details on whether the variants would be sparkling (carbonated) water or flavoured water.

Aquafina's global portfolio includes "Sparkling" with variants like Citrus Twist and Berry Burst and it has several variants of fruit flavoured water under the Flavour Splash brand.

Energy drinks is another segment that Pepsico's Indian operations is looking at launching in the near future. "We have not set a time line for entering this segment in India. But it is one area where we would like to have a presence," Bakshi told Business Standard.

He said the company has two brands in this category, Amp and SoBe Adrenalin Rush, which they would consider launching in India.

At present the market for energy drinks in India is small with Red Bull being the only well established player in the segment.

According to analysts, these launches can give Pepsico a leg-up in the Indian market and a steady stream of new launches will send the right signals to Indian consumers about Pepsi's commitment to the country.

Already, Pepsi's presence in the Indian market with sports drinks like Gatorade, or fruit juices like Tropicana give it a lead over arch-rival Coca-Cola in terms of a better stocked product portfolio.

While telecasting its cricket-related commercials are still a few weeks away, new products seems to be Pepsi's formula to beat the heat.