Food and beverages major PepsiCo India is giving its Trpoicana juice an image make-over, roping in Bollywood actor Katrina Kaif as brand ambassador as part of strategy to double business of the range by 2020.
Apart from focussing on smaller cities, rest of urban (RoU) and rural market expansion, the company is also looking at packaging innovations to enhance reach of the brand.
"Given the fact that juice is a really under-penetrated category in the country, we want to be participating in the penetrative growth," PepsiCo India Vice President Nutrition Deepika Warrier told PTI.
She said Tropicana is one of the fastest growing brands of the company and PepsiCo India has laid out "a pretty ambitious plan that we want to double Tropicana business by 2020".
At present, the Tropicana master brand, including Slice and other sub-brands, is over Rs 1,000 crore, she added.
On the repositioning of the brand, Warrier said, "Earlier Tropicana was seen as an international aspirational brand and we were targeting to young adults and metro consumers as a complement to rushed breakfast."
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