Tata Consumer Products is set to launch a new sports drink under its NourishCo segment within the next two weeks. This move aligns with the company’s strategy to focus on functional beverages that promote health and wellness, steering clear of the competitive carbonated drink market.
Managing Director and CEO Sunil D’Souza emphasized that Tata Consumer will not engage in the cola wars, opting instead for differentiated products that cater to health-conscious consumers. The upcoming sports drink is part of a broader portfolio that includes the recently launched energy drink, ‘Say Never,’ and other functional beverages aimed at younger demographics.
This product innovation is part of Tata Consumer’s strategy to achieve double-digit top-line growth and improved EBITDA margins. The company is also leveraging existing brands in new categories, such as launching rusk under the Soulfull brand and exploring affordable noodles and Korean food under the Ching’s umbrella.
To enhance brand visibility, Tata Consumer is investing in high-impact endorsements. For instance, Organic India is set to feature a top Indian celebrity, while Tetley green tea’s new L-carnitine-infused version will be backed by another well-known face.
Through these initiatives, Tata Consumer aims to strengthen its position in the functional beverage market and cater to the evolving preferences of health-conscious consumers.
