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— Ramesh Sharma

Ms Punita Lal, Executive Director (Marketing), PepsiCo India, at the launch of ‘Nimbooz’on Thursday.

Our Bureau

New Delhi, Feb. 26 Cola makers are all set to take over the lemonade market, currently catered to by the unorganised sector. PepsiCo on Thursday announced the launch of ‘Nimbooz’ under its 7UP brand. Rival Coca-Cola is also believed to be working on a similar product.

Pepsi’s ‘Nimbooz’ comes in three packs — a 200 ml glass bottle and tetra pack priced at Rs 10 each and a 350 ml PET bottle priced at Rs 15. The company estimates an annual market opportunity of a billion cases, with 24 bottles in a case. “This is a very important launch initiative, taking Pepsi into a very different area,” says Ms Punitha Lal, Executive Director (Marketing), PepsiCo India.

“Only one in twenty drinks in India is available in packaged form. There is no organised player in this packaged drink segment (lemonades) and it will take great effort to get consumers to understand this new category,” Ms Lal said. Advertising agency BBDO has designed an ad film for the product.

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