|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
Western Beverages takes on the soft drink market with a TWIST
|
|
Saturday, 28 April, 2007, 08 : 00 AM [IST]
|
|
Agnelo Gomes, Mumbai
|
from the premium institute IIM Calcutta, was associated with Parle's, Cadbury Schweppes and Coca-Cola. Having interacted at the highest levels, he was on the advisory board of Coca-Cola when it started operations in India. With his rich experience in the soft drink industry, he decided to start his own company and conceived Western Beverages Pvt. Ltd., in the year 1996. Talking to F&B News, Ravindranath S Kamat, Chairman and Managing Director of Western Beverages, Goa, discusses about his growth plans and how he steered the Western Beverages in the last seven years, bringing it to the level of a national player in carbonated soft drinks segment. 'Not an easy task though', for anyone who single-mindedly started from scratch, and worked hard and systematically to succeed in his mission.
Keeping up to the standard of International Manufacturing Practices (IMP), this modern bottling plant is located at Cuncolim, the industrial belt of Salcette, Goa. Initially it started its operations as a Franchise of Cadbury Schweppes India Ltd., a subsidiary of Cadbury Schweppes England. The beverage products manufactured were "Schweppes Brands, Canada Dry, (Ginger Ale), Lemon, Crush Orange, Tonic Water etc. Between 1998 and 2000, the company also manufactured "Bisleri Club Soda."
In the year 2000, Cadbury Schweppes sold its brands to Coca-Cola company in several countries including the Schweppes Brands in India. Since Coca-Cola never promoted these brands in India, in the manner they do their own brands, many of the Schweppes Franchises in India had either to diversify into other brands or close down operations. In the light of these developments and foresight, said Kamat, "Western Beverages reorganised its activities by first diversifying into packaged drinking water. It introduced its own brand TAAN (which means thirst), to cater to the ever-growing need for safe drinking water. TAAN has penetrated the taluka markets in Goa. Within a short span, since its launch, the brand has captured the loyalty of the consumers in Goa, parts of Maharashtra, and Karnataka.It is available in one litre bottle, and will be shortly launched in 500 ml bottles, and 20 litre bulk jars, for domestic and institutional consumption." Apart from this, a market research was carried out to identify the need of the consumers for alternative mixers. The report indicated that the consumer wanted an alternative mixer with an exciting new taste, pure natural sugar, controlled and high purity carbonation, and a trendy disposable glass bottle. A new division was created to manufacture premium mixers. The brand TWIST currently has three premium flavours and a premium soda water.
Enlightening on the range of brands he said, "Tonic Water, Bitter Lemon, Ginger Ale and Soda Water under brand name TWIST are available in 250 ml. non-returnable glass bottles." TWIST, after its launch in Goa last October, was also launched in several other leading cities Bangalore, Mysore, Chennai, Hyderabad and also in Kerala. Plans for launch in other state capitals like Mumbai, New Delhi, Kolkata and prominent towns of Jaipur, Agra are scheduled within the next few weeks. TWIST and TAAN are bar-coded to comply with the needs of International Retailing Practices.
Twist Tonic Water is essentially a mixer to mix with Gin, Vodka. Bitter Lemon is less bitter and litter sweeter than Tonic water with cloudy appearance. It makes an excellent mixer with Goa Caju Feni and Urrak, and various cocktails. Twist Ginger Ale is a mild drink with a delicate ginger flavour which is truly gingery, yet is not harsh on throat. "The company is scheduled to launch a new variant Masala Soda, which is again a niche product and is growing steadily," he concluded.
|
|
|
|
|
|
|
|
|
|