"People are Tired of Regular Colas"

Ramesh Chauhan, Chairman, Bisleri, tells Ajita Shashidhar, why aerated drinks still have ample opportunities for growth in India.

You sold two iconic brands, Thums Up and Limca, to Coca-Cola Company 23 years ago. Now, what's the thought behind getting back to the aerated beverage space at a time when consumption is declining?

We are looking at it as an opportunity to introduce some great new taste. When the colas are on a decline, to launch one may not sound right, but all our beverages are distinctly different from what is currently available. It is declining because people are tired of the taste of regular colas and they want something new. We are trying to get the people out of the boredom of colas with our offerings. I am quite sure it will give us an edge.

Did you ever imagine making a comeback to the aerated beverage space?

Not really. After selling to Coca-Cola, my mind was blank. It wasn't easy to sell water. Now that water is growing at 22-25 per cent and, despite the fact that cola will be just 1 per cent of our sales, I see a great opportunity because only 20 per cent of India has access to aerated drinks.

You had got into the energy drink space with Urzaa, but one doesn't get to see it today.

We made a number of mistakes. We got carried away by Red Bull and thought that by giving consumers an energy drink at Rs 50, will work. But the person who is drinking Red Bull (priced at Rs 100) is not attracted by the price. We will come back with Urzaa, but we need to fathom, what is it that we can do to be different.

What next? Any plans on juices or milk-based beverages?

I don't have the mindset to create juice and milk-based brands. I will stay away from it.