News : Indian drinks company Thums Up has lost its position at the top of the Indian fiz zy drinks market, according to t he Economic Times. Sales data has indicated that, as of October 2013, US drinks company Coca-Cola ' s Sprite brand has been outselling the Indian brand for three months. Thums Up creator Ramesh Chauhan attributed C oca-Cola ' s success to its investment in clever and aggressive advertising campaigns.
BMI View: The Indian soft drinks market saw fiercer competition in 2012, with local soft drinks producers adopting aggressive expansion plans. There are two key tenets of the growth strategies pursued by soft drinks producers in India: product innovation and marketing, as they push to grab a bigger share of the high-potential market. Notably, companies are gearing their product innovation efforts towards healthier and functional beverage categories. This trend fits nicely with our expectations that the higher-value categories of functional beverages and fruit juices will experience the greatest dynamism and sales growth.