The product will also be available in 500 ml and 1 Primarily targeted at the youth, Cafe Cuba will be priced at Rs 20 for a 250 ml can and Rs 15 for 250 ml in a PET bottle. "The vision is to create a differentiated product and it took us 10 years to develop it," Parle Agro chairman and managing director Prakash Chauhan told a select group of reporters in New Delhi. So we thought this could stand out clearly. “The carbonated drinks market only has lemon, cola and orange flavours. "We are creating a completely new category in the carbonated soft drinks space. The company plans to roll out Cafe Cuba by January or February 2014 and is aiming to garner a market share of 7 per cent within the very first year of its launch.
Parle Agro had sold its popular and iconic soft drink brands namely Thums Up, Limca, Gold Spot and Citra, to Coca-Cola in 1993 and had also signed a non-compete agreement for 10 years.Įven today, after two decades, the Thums Up brand remains so strong that American cola major Coca Cola has not managed to push its global flagship brand Coke, ahead of this locally developed drink, making India the only market in the world, where Coke trails a group brand in market share.
Two decades after it hived off its carbonated soft drinks portfolio, Parle Agro today announced its re-entry into the Rs 15,000-crore (Rs 150-billion) cola market early next year with the launch 'Cafe Cuba', a coffee-flavoured carbonated drink.
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