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TWISS Drinks India, a wholly-owned subsidiary of TWISS UK, has commenced commercial operations in India.
The company, which makes multi-flavoured sparkling fruit juice, is planning to target the youth, especially in the metros with demand for non-alcoholic beverages.
The company's plans for India are encouraged by Prime Minister Narendra Modi’s views on mixing at least 2 per cent fruit juice in aerated drinks to help distressed farmers find a new market for their produce.
Incidentally, TWISS drinks have 10 per cent juice content and in effect have already met the Prime Minister’s suggestion, Nitin S Menon, Managing Director, TWISS Drinks India, said.
Premchander Rajan, Chairman, TWISS Drinks India, said, “The Indian beverage market is growing at a range of about 15 per cent year-on-year. This presents a very good opportunity for many new brands to enter the market if they have a differentiating product. India has one of the youngest populations in the world that is engaged with all that is innovative in food and technology.”
“We are creating a new category of beverages in this country. Initially, the canned beverages will be available in Bengaluru, Mumbai, Chennai, Hyderabad, New Delhi and Pune and we will expand our presence gradually,” Menon said.
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