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Bisleri International, which recently launched its non-caffeinated energy drink Urzza, expects the product to break even next year.
“We have invested about ₹150 crore in the first year in the launch and marketing of Urzza. We hope to break even by March-April next year,” said Ramesh Chauhan, Chairman.
The company targets to sell about 10 million cases of Urzza in two years, which is about 6 per cent of its flagship packaged water brand—Bisleri. One case includes 24 cans.
The company is manufacturing Urzza across cities such as Mumbai, Bengaluru, Indore, Ludhiana and Rudrapur. Chauhan said Bisleri will start manufacturing the drink in Kolkata by December.
“Our strength is the network of plants that we have all over India and the strong distribution system, besides an established brand. Urzza is riding on these strengths,” said Chauhan. Urzza is available in PET bottles as well as cans and, is currently available across one lakh outlets. The company plans to ramp this up to about three lakh stores.
Bisleri has been pushing a pack of six cans across outlets and also has presence on the e-commerce channel.
“The response so far is good. The big challenge is to make them our repeat customers. For that we have to establish a strong consumer connect on the ground for Urzza. We are working on being present across colleges, schools, corporate canteens, sweet shops, restaurants, bakeries and even weddings and barber shops,” he added.
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