Ramesh Chauhan re-enters soft drinks market after 23 years

Cola king launches Bisleri's Pop range of drinks, almost a decade after non-compete deal with Coca-Cola expired in 2008

Bottled water major Bisleri re-entered the fizzy drinks market on Friday with the launch of a Bisleri Pop range of drinks. The move comes 23 years after Ramesh Chauhan, chairman of Bisleri International, had sold his five major beverage brands — Thums Up, Limca, Gold Spot, Maaza and Citra — to global beverages major Coca-Cola in 1993 and exited the carbonated drinks business.

However, the company has been preparing to stage a comeback to the Rs 14,000-crore domestic beverages market ever since the non-compete agreement with Coca-Cola expired in 2008. Bisleri has been working on the specific range of drinks — Bisleri Pop — for the past one year.  The company plans to touch Rs 2,000 crore revenue by 2020 from Rs 700 crore in 2014-15 by expanding its portfolio.

“Our wide market reach, along with our strong brand reputation, gives us an added advantage. Bisleri Pop has products with flavours which are distinctive and different from any other drinks available in the market,” said Chauhan.

And, we know it’s going to quench customers’ thirst for something deliciously different,” said Chauhan.

The company has earmarked Rs 100 crore towards advertisement and other promotional activities for its new products.

“We will also be launching a full-fledged brand campaign, which will be a mix of below-the-line (promotion through means other than mass media such as direct mail campaigns, trade shows etc) and digital. We have invested heavily in our digital space so as to capture the imagination of the youth, who will really appreciate the cool quotient of Bisleri Pop,” said Jayanti Chauhan, director, Bisleri.

The drink will be available in four flavours - Bisleri Limonata, Fonzo, Pina Colada, and Spyci.