A BRIEF INSIGHT - BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is an industry, in which the
players constantly innovate, in order to come up with better products to gain more consumers and
satisfy the existing consumers.
The beverage industry is vast and there various ways of segmenting it, so as to cater the right
product to the right person. The different ways of segmenting it are as follows:
❖ Alcoholic, non-alcoholic and sports beverages.
❖ Natural and Synthetic beverages.
❖ In-home consumption and out of home on premises consumption.
❖ Age wise segmentation i.e. beverages for kids, for adults and for senior citizens.
❖ Segmentation based on the amount of consumption i.e. high levels of consumption and low
levels of consumption.
If the behavioural patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. beverages are a luxury and that beverages
have to be consumed occasionally. These two perceptions are the biggest challenges faced by the
beverage industry. In order to leverage the beverage industry, it is important to address this issue
so as to encourage regular consumption as well as and to make the industry more affordable.
Four strong strategic elements to increase consumption of the products of the beverage industry in
India are:
❖ The quality and the consistency of beverages needs to be enhanced so that consumers are
satisfied and they enjoy consuming beverages.
❖ The credibility and trust needs to be built so that there is a very strong and safe feeling that
the consumers have while consuming the beverages.
❖ Consumer education is a must to bring out benefits of beverage consumption whether in
terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige relevant
to the category.
❖ Communication should be relevant and trendy so that consumers are able to find an appeal
to go out, purchase and consume.
❖ The beverage market has still to achieve greater penetration and also a wider spread of
distribution. It is important to look at the entire beverage market, as a big opportunity, for
brand and sales growth in turn to add up to the overall growth of the food and beverage
industry in the economy.

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3. COMPANY PROFILE

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