NourishCo a JV of Pepsi and Tata to develop enerygy drink 'Lehar Gluco Plus'

NourishCo, a joint venture between PepsiCo and Tata Global Beverages, on Friday said it is looking for a national roll out of its first fully developed energy drink 'Lehar Gluco Plus' at the earliest.

The company, which has just started a pilot market study for the product two days back in Maharashtra, said it would sell the drink under a 'Tata' brand in future.

"As we see the result (of the market study), we will scale it up. Our objective is to roll it out nationally as fast as possible," NourishCo CEO Punita Lal said on the sidelines of a summit organised by American Express.

Without giving a time frame when the firm will launch it nationally, she said within one year, NourishCo is looking at test marketing it to other states outside Maharashtra.

"We will scale it up first in Maharashtra. The objective of the product is to go deep before we go wide. Within next one year, we want to go other markets," Lal said.

Asked about the future branding strategy of the product, she said: "Over time we will migrate to 'Tata Gluco Plus'. We believe that 'Tata' name is very unique and has formidable appeal to consumers from lower income segment because of the heritage that the brand brings in. Thats really the work we are doing."

Last year, PepsiCo and Tata Global Beverages had announced forming a 50:50 joint venture to cater to the non-carbonated ready-to-drink beverages segment and focus on health and enhanced wellness. The JV agreement was completed last month.

While the 'Lehar Gluco Plus' will be the first product developed by the JV, NourishCo had entered into a brand licensing and a manufacturing agreement with the Tatas for marketing the latter's Himalayan brand of mineral water.

'Lehar Gluco Plus' is a lemon flavoured non-carbonated rehydration drink. It is currently being test marketed for Rs. 5 for every 200 ml pack.

"The objective of NourishCo is to offer unique rehydration solutions to all spectrums of consumers not only high end but also lower end as well," Lal said.

She said while Gluco Plus would attract B, C and D segments of the market, Himalayan would be more focused at the extreme top end.