Consumer behavior soft drink – thums up introduction the soft drink industry in india is one of the most competitive with many international and domestic players operating in the market initially domestic players like parle group dominated the indian soft drink market with brands like thums up, limca, goldspot etc. Compared with other major emerging markets such as mexico, indonesia or vietnam, india has a highly underdeveloped soft drinks market, with limited product categories and poor modern retail penetration india – expected to overtake china as the world’s most populous country by 2025 – is a very promising market for long-term growth. Over 2016-2017, soft drinks witnessed introduction of new products focusing on functional benefits including hydration, vitamin enhancement, meal replacement and energy boosting narang beverages introduced fruit wave juice enriched with vitamins and minerals, and coca-cola india introduced aquaris beverage focused on hydration. Introduction indian soft drinks market grew by 77% in 2008 to reach a value of $34 billion in 2013, the indian soft drinks market is forecast to have a value of $46 billion an increase of 369% since 2008[[i]] all the major players in cola market put their best strategies to capture more and more out of this lucrative progress.
Sprite, coca-cola’s clear lime soft drink was launched in india in 1999 and has since been on e of the fastest growing brands in the indian soft drink market sprite has emerged as the market leader in the lime category of soft drinks.
Introduction to soft drink industry the main production of soft drink was stored in 1830’s & since then from those experimental beginning there was an evolution until in 1781, when the worlds first cola flavored beverage was introduced these drinks were called soft drinks, only to separate them from hard alcoholic drinks. In total, 125 billion people in the country drink 59 billion litres of soft drinks in a year this makes india’s per capita soft drinks consumption large, but just 1/20th of that of the us, 1/10th of kuwait, 1/8th of thailand and philippines, and one-third of malaysia’s. The first flavored carbonated soft drink is believed to have been made by doctor philip syng physick, in 1807 thus, soda fountains became a popular part of culture the customers soon wanted to take their health drinks home, which was the beginning of the “bottling” of a soft drink.
Pepsi india has entered into a marketing tie up with hindustan lever to promote sales of soft drinks through pepsi-hll network of vending machines and fountains the major soft drink brands in the pepsi stable are pepsi, 7up, mirinda, tropicana and acquafina.