Bisleri Launches URZZA, enters into energy drink segment

Bisleri which is a leading name in packaged drinking water owned by firm Bisleri International has forayed into the energy drink segment buy launching ‘URZZA’ the caffeine free drink. The group is also eyeing a sales target of 10 million cases (24 cans) in one year, a senior company executive, said ET Retail.

"URZZA is a great tasting energy booster that stimulates the mind and refreshes the body and does not contain caffeine. It is fortified with essential vitamins that help tired bodies to bounce back with energy fit for all age group. Now it is partially launched and will be available across the country by the end of this month," Ramesh Chauhan, Chairman, Bisleri International said.

The brand is targeting the mobile youth and will be available in 250 ml cans and 300 ml bottles priced at Rs 50. The brand is planning to manufacture URZZA at seven locations in the country, five at its own units and two at third party manufacturer and distribute it through its existing network.

"We will create a new segment in the market by making energy drinks more acceptable for any-occasion-consumption. It took us two years to develop URZZA. We are expecting sales of 10 million cases (24 cans) in 12 months," he added.

The company has put in a total investment is Rs 200 crore for developing and manufacturing URZZA and is also in the process of tying-up with organised retailer and online grocery stores.