Tata Global Beverage to focus on U.S., Russia

Tata Global Beverages will focus on achieving a stronger footing in the U.S. and Russian markets while expanding across beverage categories in South Asia and other regions.

This is part of the group's strategy to grow in core tea and coffee markets while pursuing ‘disruptive-innovation' in the good-for-you beverage segment. Equally important with this strategy will be to leverage scale and operations capability to improve efficiencies. The company which will be meeting its minority shareholders next week said that NourishCo Beverages, the equal joint venture between the company and PepsiCo Inc U.S., proposes to develop the bib carbonated ready to drink beverage segment in India and also international focussing on the heath and wellness beverage products. It said that interim transition of sales and distribution of Himalayan water to Pepsico India Holdings en route NourishCo was in its nascent stage but was expected to drive market reach and volumes of Himalayan water riding on the wider distribution network of PepsiCo India.

Percy Siganporia, Managing Director, said he expected a clear move into fortified beverages after the launch of mew beverages such as Tata Gluco Plus in 2010-11.