PepsiCo bets on value-added water; launches vitamin-fortified drinks

Launches 2 vitamin-fortified flavoured drinks to cash in on growing segment

With demand for carbonated soft drinks falling, PepsiCo is shifting focus to value-added packaged water. To begin with, it has launched two vitamin-fortified flavoured drinks — a category it hopes will grow faster in the coming years.

Vipul Prakash, senior vice-president, beverage category, PepsiCo India, says the category, a little over Rs 10,000 crore in size, is the fastest growing among all categories of beverages. 

However, almost 99 per cent of the sales are from the drinking water segment — without any value addition. “We believe over the next three to five years, this is going to be the most significant segment,”