Coca-Cola India is adding one more product to its portfolio in India - Burn. It is a premium energy drink (250 ml for Rs 75) which the company has launched to tap the Rs 200 crore energy drink market in India that is growing at over 60 per cent over the last couple of years. It will compete with Gatorade from PepsiCo and other established products like Red Bull and Cloud 9. Seema Sindhu spoke to Ricardo Fort, vice-president, marketing, Coca-Cola India, about the company&rsquo;s plans on Burn, how it will impact the competition and other issues.

'Burn targets those who are always on a high'

Business Standard

Tata Teleservices is trying its hand at mobile TV, though not on mobile phones. It is offering streaming TV content through its Internet wireless broadband &mdash; Photon Plus. While mobile TV is not news to technophiles, since mobile TV content has been made available by operators such as Reliance Communications as well as broadcasters like Star TV and handset makers such as Nokia on mobile phones, high speed wireless broadband will stream TV for the first time. So, even as mobile phones wait for quality content, Tata Teleservices hopes that Photon TV will fill the need gap on laptops.

Tata Teleservices: TV on the move

Coca-Cola launched its energy drink brand Burn in the Indian market a few days ago, targeting high-spending, young, urban consumers. Positioned as an after-hours drink, Burn is setting its sights on pub-goers and the clubbing crowd.

Coca-Cola: No burn-out

The market for medical equipment in India is valued at Rs 5,750 crore and is expected to grow at around 23 per cent annually for the next few years. Medical equipment can be categorised into diagnostic and surgical, with the latter having 55 per cent market share.

KIT: The Indian market for surgical equipment

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The top 10 business bestsellers

    The B-school that bears this person&rsquo;s name recruits about a third of its students from outside the business world. He helped inspire the megachurch movement and acted as an informal adviser to the Girl Scout movement in the US. Identify him.

The Strategist Quiz (#127)

    Fill in the blanks and identify the company from this ad: &ldquo;In 1969 space pioneers Armstrong, Aldrin and Collins set out to bring the moon a little closer. In 1969 our founders ___, ___ and ____ set out to make the world a little smaller.

Answers to last week&#39s quiz (#126)

Religare aims to become one of the top financial services companies globally, and in double-quick time.

Eyes on the world

&ldquo;What does the consumer want? What does the market want?&rdquo;
&ldquo;Who the hell is the consumer? Where is he? Is he listening?&rdquo;
&ldquo;Why will he buy this stupid vanilla product, that too a twentieth &lsquo;me too&rsquo;?&rdquo;
&ldquo;Why can&rsquo;t they make an innovative product instead?&rdquo;
&ldquo;Isn&rsquo;t the idea already done?&rdquo; 
&ldquo;Slice of life? Isn&rsquo;t that too generic?&rdquo;
&ldquo;Idea! Our ad will be more emotional!&rdquo; 
&ldquo;Yeah!

Where do I begin?

Elder Health Care is heralding a brave new age in the FMCG space &mdash; selling licensed brands of likely competitors.

Elder gets bolder

India is now the new battleground for two of UK&rsquo;s ultra luxury car makers.

Can the ghost scare bentley?

German denim brand Mustang has entered India via an exclusive retail tie-up with Shopper's Stop, which has already launched the brand at its outlets in Hyderabad and Mumbai, and intends to take it to Delhi and Bangalore shortly. Mustang's entry into India is a part of the company's effort to move beyond its core markets of Germany and East Europe. Mustang Group CEO Theo Birkmeyer was in Mumbai to unveil the brand at the Juhu property of Shopper's Stop. He spoke to Viveat Susan Pinto.

'Mustang is making up for lost time by moving fast'

The Gitanjali Group is stepping up its focus in the organised retail segment. The company has acquired a 76 per cent stake in Salasar Retail, a chain of mid-size departmental stores across India and will soon re-brand the Salasar stores as Maya.

Gitanjali buys mid-size retail chain

Moore&rsquo;s novel of a woman growing up in the American Midwest is funny and heartbreaking in turn, and deserves all the praise it&rsquo;s got.

Under the tome

Should I buy the Maruti Suzuki Swift or the Ritz? I&rsquo;d like to go for the petrol VXi model of either of these two. My daily travel is not more than 30 km maximum.

Road petrol

The best way to learn a language is to have a love affair with a native speaker; the best way to learn a country is to spend time in its markets, restaurants and homes, until you have it on your palate.

Culinary bibles

Anand Sankar chances upon a rare books store right in the middle of the national capital that stocks tomes going back three centuries.

Rare India

D-I-E-S-E-L. Go on, say it &mdash; &ldquo;diesel&rdquo;. Doesn&rsquo;t come out in quite the same way as &ldquo;petrol&rdquo;, does it? Crib and whinge as we all do about diesel engines being noisy, boring, smelly and, well, noisy, the fact of the matter is that most of these descriptors belong in the age of ramshackle buses belching black smoke.

E-asy rider

Bookends are hard to find. You can scout all the bookstores and lifestyle stores in town but all you&rsquo;re likely to find are a jaded pair covered in dust at the back of some long-forgotten shelf. The Internet, surprisingly, is more helpful in the search for good bookends, with a wide array available in a range of prices.

Book keepers

He&rsquo;s clicked all manner of eminent people down the years. But Lord Snowdon is no less a star himself.

The royal Photographer

Have you seen the Robert Bergman show, a friend enthusiastically asked me about the special exhibition of the photographer&rsquo;s portraits at DC&rsquo;s National Gallery of Art. I hadn&rsquo;t, because I no longer travel to that part of the world as frequently. But that did not stop me from seeing it, as it were. I simply logged on to the museum website, where 13 of his works were on display. In that instant, I realised, I had slowly become an armchair art-viewer. I&rsquo;d begun to see and read about global art online, instead of directly.

A guide to art online

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