Calidris28 to set up production unit in India in 3 yrs

Luxembourg-based energy drinks-maker Calidris28, which recently forayed into India, today said it is looking to set up a production unit in the country in the next three years to cater to the Middle East and South Asian countries.

The company said it plans to invest over 3-5 million euros (Rs 30 crore) in the next two years on marketing its products, setting up offices and various brand-building activities within India.

"We are currently importing our drinks from Germany, where we have our manufacturing base. In the next three years, we plan to set up a production unit here as a local facility is required to bring down on the cost," Calidris28 Managing Director Kurien Mathew (SAARC Countries) told PTI.

He said the firm is currently scouting for a location for the facility and assessing the investment that will be needed to set up the new plant, which will make products for exports to South Asian and Middle East markets.

The company recently introduced its energy drink brands, 28Black and 28White, in the five metros, including Mumbai and Delhi. It now plans to launch the products across India in a phased manner in the next two years.

"We will invest around 3-5 million euros in the next one-and-a-half to two years on marketing our product and on various brand-building activities in India," he said.

Asked about the sales target for the next one year in India, Mathew said the company aims to sell around 3-5 million cans in the next 12 months, which could translate into sales revenue of Rs 5 crore. At present, 28Black and 28White is available in India at a price of around Rs 100 for a 250 ml can.

"We are currently doing a lot of samplings of our products in major cities. We plan to launch in phased manner and in the next 30 months, we expect that our products should be available across the country," he said.