{"id":6262,"date":"2023-09-25T20:26:46","date_gmt":"2023-09-25T14:56:46","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=6262"},"modified":"2023-09-25T20:26:48","modified_gmt":"2023-09-25T14:56:48","slug":"all-charged-up","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/all-charged-up\/","title":{"rendered":"All charged up"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Akanksha Nagar, Financial Express <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>September 25, 2023 <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adding to the fizz in the energy drink market, NourishCo, a division of Tata Consumer Products (TCP), has unveiled Say Never \u2014 a caffeine-based energy drink priced at Rs 10 for a 200 ml cup \u2014 in two variants of red (berries) and blue (tropical flavours). In its initial phase of launch, the brand will be available largely through general trade outlets in Karnataka and some key markets of the north, including Delhi, NCR, Uttar Pradesh and Bihar. Vikram Grover, MD, NourishCo Beverages, TCP, says, \u201cWith Say Never we are celebrating the heroes who carve their own path.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a functional beverage, the energy drinks segment has grown by leaps and bounds in recent years to stand at Rs 3,500 crore in 2022. Experts reckon the market will touch Rs 10,000 crore by 2027. Red Bull is the category leader with a 61% market share of the market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PepsiCo\u2019s debut of Sting a few years ago at an inviting Rs 50 for 250 ml (as opposed to Red Bull\u2019s Rs 125 for 250 ml can) had shaken up the category. With a 7% market share Sting has surpassed PepsiCo\u2019s older products like Mountain Dew to become the company\u2019s fastest-growing brand. Charged by Thums Up kept up the buzz for Coca-Cola during the 2023 edition of the Indian Premier League on Star Sports. Grover says Say Never will stand out for two reasons \u2014 the attractive price point and the cup delivery format, which the company has used with Gluco+. \u201cThe rapid growth in this energy segment in the recent past has come on the back of price disruption, and we feel that we can take that disruption forward,\u201d he adds.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As energy drinks still operate in a niche segment with a premium play, an affordable price point can be a game-changer, say experts. <strong>\u201cAffordability is a significant driver in India, especially for pre-teens, teens and college students,\u201d says Devangshu Dutta, CEO, Third Eyesight. For many years energy drinks were treated as a niche premium opportunity, but the availability of lower price options has opened up the mass market as demonstrated by PepsiCo\u2019s Sting in PET bottles with a much lower price point.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>While the cola giants have an obvious advantage in terms of shelf space accessibility, given the market\u2019s trajectory even smaller players stand a good chance to create a space for themselves. \u201cClarity in positioning, techniques to make the brand stand out, and ensuring availability with strong distribution and replenishment is imperative to get ahead,\u201d Dutta suggests.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TCP plays in the energy space with Tata Gluco+, a glucose-based energy drink targeting a young consumer set; for Say Never the target is the youth between the ages of 18 and 35.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Besides pricing, what will be make or break is marketing muscle and a differentiated appeal, says Samit Sinha, managing partner, Alchemist Brand Consulting. \u201cSay Never can position itself as a party-drink \u2014 akin to how Red Bull is equated with active lifestyles. There are enough opportunities to create nuanced differences in attributes, functional benefits and most of all, emotional benefits.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">NourishCo contributes 4% to the TCP overall business and in Q1 of FY23, its recorded a strong revenue growth of 60%. TCP\u2019s flagship drink Tata Gluco+ registered a growth of 61% in the same period.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Published in <a href=\"https:\/\/www.financialexpress.com\/business\/brandwagon-all-charged-up-2-3253671\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Financial Express<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Will Tata Consumer Products\u2019 energy drink &#8220;Say Never&#8221; be a game changer? <\/p>\n","protected":false},"author":1,"featured_media":6263,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[27,212,215,631,60,37,3,46],"tags":[99,100,283,295,52,177,102,103,104,105,106,107,226,214,291,216,292,293,113,296,59,191,244,347,118,427,119,387,120,667,88,256,700,294,63,348,569,662],"class_list":["post-6262","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-consumer","category-food-grocery","category-food-service-restaurants","category-india","category-marketing","category-press-quotes","category-strategy","tag-brand","tag-brand-building","tag-brand-identity","tag-brand-portfolio","tag-branding","tag-consumer-behaviour","tag-consumer-markets","tag-consumer-products","tag-consumer-research","tag-consumer-segment","tag-consumer-segments","tag-consumerism","tag-fast-food","tag-food","tag-food-beverage","tag-food-grocery","tag-food-and-grocery","tag-food-processing","tag-growing-brands","tag-guerilla-marketing","tag-india","tag-indian-market","tag-market","tag-market-estimation","tag-market-potential","tag-market-research","tag-market-segments","tag-market-share","tag-marketing","tag-mass-market","tag-new-products","tag-omnichannel","tag-packaged-foods","tag-processed-food","tag-product-development","tag-target-market","tag-tata","tag-tata-group"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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