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BCS Globals makes its debut in the Indian energy drink market with Wox
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Thursday, 16 February, 2023, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Founded in 2013, BCS Globals, a UAE based food & beverage company, forays into the fastest growing Indian energy drink market with the launch of one-of-its kind brand Wox and plans to introduce a diversified product portfolio.
With the objective of making energy drink a mainstream FMCG product, the company is set to capitalise on an extensive omni-channel retail and distribution model that includes its offline retail presence across mom-and-pop stores, local departmental stores, super markets, and hyper-markets and online presence on woxenergydrinks and across other e-commerce channels.
The company aims to capture a double-digit market share in the next two years. Wox is the fastest emerging energy drink brand that has successfully captured its strong foothold in 10+ countries worldwide and now it’s all set to disrupt the Indian market with the most compelling product, distribution and pricing strategy.
Created to bring re-vitalising experience for the end consumers, the brand introduced an exclusive product line of energy drinks with its four exclusive variants namely, Classic, Absolute Black, BCAA and Zero Edition. While targeting the price-sensitive market of India with the focus on promoting the category altogether across tier-1, 2 and 3 cities, the brand is targeting a lucrative pricing strategy which is set to extend a tough competition to rivals and other local players existing in the market.
Commenting on the launch, Sheeba Chaudhary, chief market officer, Wox energy drink, stated, “The energy drinks category in India is currently at its nascent stage. We are entering into the market with an aggressive expansion plan in place. With our unique product range, we expect to expand the consumption growth of energy drink products across nooks and corners of the country.”
She added, “With an effective pricing strategy the company is focusing on targeting GeNZ and Millennial like college goers, gamers, youngsters who are set to be the key growth drivers of this segment. We are highly elated to launch our brand Wox in India during this exciting phase.”
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