Regional beverage brands to have a field day this summer as mercury soar

Do names such as Tilo, Jinthaaa, Mullai or Kisso ring a bell at all? Chances are slim as consumers can see them only four months in a year. Come summer and regional brands have a field day as soaring mercury levels push up beverage consumption.

But this summer is turning out to be a lucrative period for these players as the Indian Meteorological Department (IMD) predicts a very hot season between March and May.

At least 27 aerated drinks are visible this summer in the southern market alone with the number expected to rise further as the temperature increases. The