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“Non-alcoholic beverages is poised at Rs 6,000 crore”
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Monday, 26 August, 2013, 08 : 00 AM [IST]
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fiogf49gjkf0d  The Pune-based Pushpam Foods & Beverages Pvt. Ltd, which has established Greenways Foods & Beverages (D) Pvt. Ltd, is well entrenched in the non- alcoholic beverage space with a slew of products including Notty fruit drink, I Can energy drink and Lounge Myx. The company is also into contract
manufacturing of energy drinks, juices, and water products like Cloud 9, XXX, KS and Machine, B’lue flavoured water and Orangina. Dr Sachin Chopda, MD, Greenways Foods & Beverages (D) Pvt. Ltd, delves deeper into details on these products in particular and the beverage sector in general an email interaction with Nandita Vijay. Excerpts:
What was the reason for your company to set up its facility in Maharashtra?
Pushpam Group started operations in Maharashtra in 1966 in Pune. Under this company, we started Pushpam Foods & Beverages Pvt. Ltd, the manufacturing unit, and under this we started our unit Greenways Foods & Beverages (D) Pvt. Ltd. Since then we have been based in Maharashtra and owing to our strong well-developed infrastructure here, we have set up our facility at Maharashtra.
Provide us details on the kind of investments made here and the key features of this plant in terms of equipment production technology and capacity?
It is first-of-its-kind set up in India that offers both carbonated and non-carbonated beverages packed in aluminium cans and PET bottles. We undertake product development, contract manufacturing and provide co-packing service solutions. We also undertake private labelling in India. The major equipments in the line are fully auto reverse osmosis plant, in-line homogeniser, tunnel pasteuriser, tray packer, CIP system, all production line in product contact is SS 316 and all PLC control. The rack system is installed for clean & hygienic storage of finished goods. We also have a cold storage facility to store concentrate ingredients at +4 to +10 deg C. We have a complete in-house R&D and quality control lab set-up. The filling takes place in 38 mm neck bottles. The fully automated can line is capable of handling can sizes of 180 ml, 250 ml, 330 ml and 500 ml cans for carbonated beverages as well as non-carbonated beverages. PET bottles filing line can pack hot / warm filling beverages in sizes upto 1.2 litre. The cans line can fill upto 4 lakh cans or 2 lakh bottles per day.
What is the kind of compliance in this manufacturing plant?
Our state-of-the-art plant is ISO 9001, ISO 22000 and HACCP-certified. As an ISO 9001-certified manufacturer, we have established and implemented a comprehensive Quality Management System that addresses all areas of operation – from internal staff training to product manufacturing, handling and packaging.
What are the products manufactured at this facility?
The multi-product processing facility is capable of manufacturing all kinds of energy drinks, juices, and other water products both with and without carbonation using liquid nitrogen. We undertake contract manufacturing and packaging for brands like Cloud 9, XXX, KS and Machine, B’lue flavored water and Orangina. We also do manufacturing of our in-house brands like Notty fruit drink, I Can energy drink and Lounge Myx, which is the first of its kind mocktail / cocktail premix at our own plant.
Are these products exported and to which countries?
Yes, the products are being exported across the globe particularly in the European, American and Australian continents.
Tell us about the growth prospects envisaged from Notty.
Notty is a fruit drink specially crafted to meet the health and taste requirements of children. There is no fruit-based beverage in the market, which is specially targeted towards children. Notty being the healthy & nourishing fruit drink will create a new segment in the beverage category, which will not only fulfil the taste and curious quotient of the children but at the same time meet the health concerns of the parents.
What are the future initiatives of the company in Maharashtra?
As we have a fullfledged manufacturing facility, we are embarking on a journey of launching our own range of beverages with Notty, Lounge Myx and I Can brands in the market. Since we are rooted in Maharashtra, it will remain our focus state for establishing our brands. Our vision is to provide a special solution for every occasion.
What are the factors, which make Maharashtra an ideal location to set-up food production plants?
Maharashtra is the trade & commerce capital of India and offers a wide range of subsidies, fiscal & policy incentives. It has well developed social, physical and industrial infrastructure and has good road, rail, port and air connectivity.
How would you describe the scene for beverages in the non-alcoholic segment in India?
The non-alcoholic beverages sector is currently poised at Rs 6,000 crore and growing at a CAGR of 20%. It is one of the promising times for beverage business in India. It is astonishing that less than 3 litre of soft beverages is consumed per capita per annum in India as compared to whopping figures of 216 litre of consumption per capita per annum in USA. Therefore Indian market has a huge potential, which can be exploited with the introduction of new well-defined products to meet expectations of the target group.
What, according to you, are the visible trends?
Gone are the days when one product would suit to all. Today’s new Indian consumers are defined into niche segments wherein the demands and expectations of one segment are completely different from the others. The products have to be innovative and appealing enough to satisfy the expectations of the defined target group. Moreover today’s youth segment, which constitutes the largest percent of population in India, is highly experimental and looks forward to trying new beverages. Therefore there is tremendous scope for our innovative brands wherein we are deciding each aspect of the brand keeping our target group in mind.
What are the challenges for companies in this space?
The major challenge for the companies in this space is to define the segments and identify the needs, wants and expectations of each of their specific target segment. The products have to be developed as per the customer’s requirements and thereafter a well-defined marketing & communication strategy has to be devised to communicate the features and benefits of the product to the target group.
What are your views on the FSS Act, 2006, and its compliance by small-medium food manufacturers?
FSSA is an Act enacted to keep with changing needs of time and to consolidate the laws relating to food. It was a much needed act to bring out a single statutory body for laws pertaining to food, setting of the standards and their enforcement so that there was no confusion in the minds of the consumers, traders, manufacturers and investors and to provide a one-point contact for all. Its compliance by the small & medium food manufacturers would ensure the availability of safe and wholesome food products to all the parts of the country.
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