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New players eyeing Rs 300 cr powdered beverage market
Monday, 25 April, 2011, 08 : 00 AM [IST]
Our Bureau, Mumbai
The Rs 300 crore branded powdered beverage market, which has witnessed the monopoly of Rasna for several years, is in for some competition this season.

And most of the new entrants such as Coca-Cola are eyeing the Rs 5 entry level price point for orange flavoured drink, which is dominated by Rasna with 93 per cent share.

For Coca-Cola, it is sort of a comeback. The company had introduced the Sunfill brand in the market in 2001, but had withdrawn it later. So this is its second entry to the segment.

G K Menon, general manager, sales, Rasna, informs FnB News, "The market is growing and I see a huge demand and consumption for the orange flavoured segment and after a time-off from their previous brand, Coca-Cola is keen to re-enter the powdered soft drink segment at Rs 5 price point."

He also stated that the orange flavour had driven more consumption than other flavours such as mango and lemon in powdered soft drinks and the market was coming up with different kinds of packaging to lure consumers.

Another leading food industry player Cadbury India, which owns the Tang brand, also has big plans for the segment.
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