With the launch of Amul Kool Cafe, all over the country, Amul- the Rs. 37.74 billion, India’s largest food company, has entered the business of ready to serve Coffee. Amul Kool Cafe, made from pure milk and coffee and developed to suit Indian taste, is targeted at ‘Generation X’ which is looking for a healthy beverage that is tasty, trendy, and nutritious. Amul Kool Cafe is available in all three drink pack options, namely, bottle, tetrapak and can. Near term, Amul plans include launching of Coffee Mocha, Coffee Sugar free and decaffeinated flavours.
Non carbonated beverages account for 15% of the country’s soft drinks market estimated at Rs. 6,000 crore. While, non carbonated beverages are registering double digit growth, carbonated beverages are either stagnating or even declining in some markets. Consciousness for health and value for money are major drivers fueling the growth of non carbonated beverages.