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TranQuini marks entry in S Asia by launching relaxation beverage in India
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Friday, 13 May, 2016, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d fiogf49gjkf0d TranQuini, Austrian global premium relaxation drink manufacturer, marks its entry in South Asia by launching its product in India on Thursday, here in Mumbai. The entry into India supports the company's global growth strategy.
The company has produced the product locally to satisfy the local demand in India and the rest of South Asia. It will launch the product in the western region covering markets like Mumbai, Pune and Goa and by the end of the year it will be made available across the country.
“TranQuini offers a strong proposition and is leading the new relaxation beverage category by appealing to consumer need for a more relaxed and positive lifestyle,” said Ahmed Elafifi, founder and chief relaxation officer, TranQuini.
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“We have seen a positive response to TranQuini in the countries in which we operate and are thrilled to announce our entry in India. India is a very important market to our business portfolio and we will significantly expand our presence in this thriving and growing marketplace,” he added.
Setting its first manufacturing base outside of Austria, where the company has its headquarters, its entry into India supports its global growth strategy. Speaking about the Indian market, Elafifi said, “We have produced the product locally to satisfy the local demand. The last two decades, can be characterised by fast pace and high stress and therefore there is a need for stress relief. According to the Canadean consumer survey, 60 per cent of Indian consumers are looking for a beverage that aids relaxation, 72 per cent are looking to find new ways and efforts to relax whereas 85 per cent plan to make active attempts to reduce stress.”
The product is available in 24 countries across three continents. The company plans to achieve the target of expanding its business to 50 countries by the end of the year. Elaborating on the launch strategies and product attitude, Elafifii said, “Apart from promoting the product on social media platform, we are planning to do in-store promotion at every possible store. All the ingredients used in TranQuini are natural. No refined or non-refined sugar is added. In fact, it has 30% less calories compared to most other natural juices or regular soft drinks.”
The company was launched in April 2015. At present, two variants of the beverage will be available - Original, in a fruity flavour, and Jade, a flavour with green tea notes. Both are priced at Rs 95 for 300 ml can.
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