Greenway's expands retail network
Greenway's expands retail network

Greenways Food and Beverages, is a leading player in the non-alcoholic beverages segment. It has recently launched THE LOUNGE MYX, a non-alcoholic beverage, and NOTTY- an energy fruit drink targeted at 4 to 12 years, and is also aggressively expanding its distribution network across the country. In a candid conversation, Vinod Gaikwad, General Manager - Marketing at Greenways, shared their growth strategy.

Baibhab Das (BD): Kindly throw light on your brand?

Vinod Gaikwad (VG): We entered the market two years back with our in-house brands for the non-alcohol beverage category. One product is NOTTY, which is a fortified fruit drink for children and contains fruit pulp and vitamins A, D and C. It is also available in four flavours.

BD): The new drink segments are witnessing increased activity and what strategies have you adopted to ensure brand visibility?

(VG): The fortified fruit drinks category constitutes only a mere 5-6 per cent of the broader beverages market and the growth potential is enormous. We spent almost a year to understand consumer needs and then launched our products.

BD): Kindly elaborate on your distribution plans?

(VG): We plan to cover the top 27 towns in the country, and are also targeting a distribution reach of 50,000 traditional retail stores, as well as 2,000 modern format outlets. And, as part of that strategy, we have tied up with Aditya Birla Retail and Walmart, among others. In addition, we are also actively considering making our products
available via select wine shops in Mumbai, Pune and Bangalore. Our products are well accepted especially, in the western region.

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