Packaged drinking water firm Bisleri International plans to go pan-India for its just launched caffeine-free energy drink Urzza by September this year. It has launched the new drink in select markets.
The launch of Urzza marks the re-entry of Ramesh Chauhan, Chairman of Bisleri, into energy drink market 22 years after selling his soft drink brands Thumbs Up, Limca and Gold Spot to Coca Cola.
The new energy drink, targeted at the age group of 10 to 25 years, is expected to compete with Red Bull and other energy drink brands in India. “It took us five years to develop this unique drink whose taste is pleasant. After exiting the soft drink business, I have been thinking to come out with some unique drink other than water. With lot of research and external help we could finalise on a drink that has a mysterious taste which others cannot copy. And we named it Urzza (power),” said Ramesh Chauhan, Chairman, Bisleri International Private Ltd.
Encouraging response
“Unlike other energy drinks, Urzza does not have caffeine and is priced at Rs.50,” he added. About Rs.200 crore has been invested in this project and the company expects to sell 10 million cases (one case is 24 cans) in a year as compared to two million cases sold by all other energy drink brands in India. Urzza comes in a pack of six cans.
“Distribution is our major strength as Bisleri has an annual sales volume of 100 million cases and growing by 25 per cent. Urzza will be distributed by this same channel and we will be reaching out to the nook and corner of the country. That is why we have set such an ambitious sales target for Urzza,” Mr. Chauhan said.
Unlike the 1993 experience when he was forced to sell his soft drink brands to Coca Cola as his bottlers were out of control and wanted to join his multinational rivals, this time Mr. Chauhan is reported to have ensured full control on production and distribution.
