Food & Beverage News: F&B Specials - <font face="Comic Sans MS" color = "#FF0000" size="2"> Feature </font></b><br>Health drink is the fastest growing segment

With rapid improvement in f&b safety & quality norms and technology, the health drink section of the Indian beverages sector has observed swift increase in the number of consumers in the country. Today, more and more people are preferring health drink items like yoghurt, packaged fruit juices and other non-carbonated health drink. Mohan Gantra, managing director for Cloud 9, Goldwin Healthcare Pvt Ltd, shares his view on the current trends and future of health drinks in the Indian beverages sector in an e-mail interview with Hasan Mulani of Food & Beverage News. Excerpts:

Indians always prefer domestic/traditional beverages like milk and yoghurt to take care of the health aspect. Do you think health drink items like Cloud 9 can change the mass psyche and survive in the unpredictable Indian market?

Cloud 9 energy drink is a product which enhances the energy level promptly, one cannot compare it with traditional drinks like yoghurt or nimbu paani. The market is gradually learning the world class trends of beverage consumption. Little more time is required for the market to understand and separate processed health drink items with natural/traditional drinks. We are also creating awareness about this niche segment through our marketing efforts.

What are the latest trends in health beverages?

Currently, there are over 15 health drink products with various price ranges available in the country. The market is also considered to be polarised. We are making efforts to create a separate category for Cloud 9 amongst the consumers. Recently, we initiated several BTL (below the line) campaigns to create brand and product awareness.

Last year, we shared 15% market in Mumbai, Delhi, Pune and Goa. We are also looking to foray into Gujarat, including Ahmedabad and Surat; Bangalore, Hyderabad, Chennai and other southern cities of the country. As far as the market share is concerned Red Bull is the market leader and our main competition.

How has been the growth of Cloud 9 in the Indian health beverage market? What is the current market size and growth rate of the health beverages sector in the country?

In 2007-08, the health beverage segment in India had registered 50% growth rate with a market size of over Rs 500 crore. With this significant growth rate the health segment would touch Rs 1,100 crore by 2012.

Cloud 9 is only 6 months old in the market, and since its launch the growth is steady. The challenges for Cloud 9 are no different from other available products in the market. One of the most important challenges for health drink segment is to create an awareness among the consumers about the health category.

There are low-priced manufacturers and MNCs entering into the Indian market. What does it actually take to be one of the leading health beverage companies?

At present, the health drinks are premium products with a higher price targeting only about 5-7% of the population. In India, distribution mechanism is the key to become the market leader particularly in beverages and liquid food sector. One (national or international player) should have state-of-the-art transportation and distribution system and a capacity to reach remote areas of the country as well. We at Goldwin always search for new methodology and set goals to achieve proper distribution mechanism without affecting the quality of the product as the Indian consumers ask "value" for their money.

What are the health benefits of Cloud 9 drink? What ingredients do you use to manufacture your products?

Cloud 9 contains natural energy boosters like Guarana, Ginseng Taurine, Pomegranate and "B" group vitamins that keep your health in check. Gaurana is a rich natural source of caffeine which acts as a stimulant and increases mental alertness, stamina and physical endurance besides fighting fatigue. Ginseng builds mental and physical vitality and strengthens immunity, whereas Taurine work as a metabolic transmitter and also has a detoxifying effect and strengthens cardiac contractility.

Pomegranate is a rich antioxidant which prevents free radicals from doing their damage and regulates oxidative stress. Pomegranate juice tends to act as an inhibitor on enzymes responsible for damaging cartilage.

What are the future plans of the company?

We are planning to introduce Cloud 9 in the international markets. Our R&D team is seeking to introduce new variants to the product. Further, we will be promoting Cloud 9 and health drink segment through road shows and other activities in malls, colleges, corporate hubs, schools and other public places across the country. We are also planning to come up with contests like "WIN 9, 99,999."