Wider distribution and on-ground visibility provided further traction, he said. An email to Nielsen remained unanswered until the publication of this report.
Fast moving consumer goods (FMCG) companies that buy the sweetener in bulk account for 70% of local sales of sugar. The April June quarter contributes more than 40% annual sales of the Rs.14,000 crore industry.
A PepsiCo India spokesperson confirmed the development and said Harsh Rai, CEO and MD of NourishCo Beverages (a Tata PepsiCo JV), will take over the reins from Pota.
Crispz and Twitz, which are being rolled out as a pilot in some big cities in north India, will be sold at Rs 5 and Rs 20 mainly through general trade. The company plans to introduce them in tier-II and III town and cities later.