Leading packaged drinking water firm Bisleri International has forayed into the energy drink segment with 'URZZA' and is eyeing a sales target of 10 million cases (24 cans) in one year, a senior company executive has said.
"URZZA is a great tasting energy booster that stimulates the mind and refreshes the body and does not contain caffeine.
“It is fortified with essential vitamins that help tired bodies to bounce back with energy fit for all age group. Now it is partially launched and will be available across the country by the end of this month," Bisleri International Chairman Ramesh Chauhan told PTI.
The beverage is mainly targeted at the upwardly mobile youth and will be available in 250 ml cans and 300 ml per bottles, both priced at Rs 50.
The formula for URZZA was developed in-house, he said.
"We will create a new segment in the market by making energy drinks more acceptable for any-occasion-consumption.
“It took us two
years to develop URZZA. We are expecting sales of 10 million cases (24 cans) in 12 months," he added.
Bisleri will manufacture URZZA at seven locations in the country, five at its own units and two at third party manufacturer, and distribute it through its existing network, he said.
The company has put in a total investment is Rs 200 crore (Rs 2 billion) for developing and manufacturing URZZA, he said. "We have invested Rs 200 crore to develop and manufacture URZZA and the funding is done mainly through internal accrual," he said.
The company is in the process of tying-up with organised retailer and online grocery stores.
Bisleri currently enjoys 60 per cent share of the organised mineral water category in the country with an annual sales of 1,000 million units, which is growing at 26 per cent every year.
The company has a network of 13 own plants, 34 co-packers and 16 franchises, it covers a retail base of more than 5 lakh outlets.
Apart from Bisleri, the company also has a brand of mountain water known as Vedica and also a brand of carbonated water called Bisleri Soda.