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M. Ramesh

To be sold through network of franchisees; marketing tie-ups on cards

Chennai , Sept. 11

A "health and lifestyle" drink under the Team brand name is expected to hit the markets in about three months.

The idea to introduce such a "healthier alternative to other drinks in the market," emerged from the demand witnessed for Team Herbal Water, according to Dr C.H. Krishnamurthy Rao, Chairman and Managing Director, Chemfab Alkalies Ltd, which bottles and markets Team mineral water and Team herbal water.

The Singapore-based Dr Rao Holdings Pte Ltd, which holds 51.5 per cent of Chemfab Alkalies, intends to set up another company, styled Team Food Beverages and Nutraceuticals Ltd, to market the new drink. (Dr Rao Holdings is entirely held by Dr Krishnamurthy Rao, who has an effective stake of 74 per cent in Chemfab Alkalies.)

The concentrate will be manufactured in Singapore and imported into India. Bottling will take place here. The drink will be sold through a network of franchisees. "We are also open to marketing tie-ups with large companies," Dr Rao told Business Line.

Same technology

Though Dr Rao did not disclose the ingredients of the new drink, he said it would share the same technology with Team herbal water — which splits water into acidic and alkaline parts by electrolysis. Team herbal water is sold in Singapore as Team alkaline water and the Singapore Health Promotion Board has allowed the product to be labelled as `Healthier Choice,' Dr Rao said.

The new drink will also be alkaline in nature, as opposed to some other drinks in the market.

High levels of acidity in the body leads to degenerative diseases, so neutralising acidity helps.

Besides, Team's drink would also contain ingredients derived from Chinese and Indian herbs, which would impart antioxidant and rejuvenating properties to the drink, Dr Rao said.

He said that each litre of the drink would be dosed with 100 mg of the concentrate.

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