COMPREHENSIVE ANALYSIS OF AMUL TRU SELTZER IN ANAND CITY
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Date
2021
Authors
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Journal ISSN
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Publisher
INTERNATIONAL AGRI-BUSINESS MANAGEMENT INSTITUTE ANAND AGRICULTURAL UNIVERSITY ANAND
Abstract
Carbonated beverages (CBs) are quite popular across the world with an impressive
dominance in the world beverage market and are consumed invariably. This industry has
been experiencing paramount changes regarding product innovations, variations and
offerings. To create a wider penetration of carbonated beverages and sustaining the
customer base, companies have been using a variety of strategies. One of the major
moves that most companies have been opting to enhance their revenue is product
innovation. Companies are bringing in new flavors considering the well-being and health
concerns of consumers to face the growing market challenges. The global carbonated
beverages market size was valued at USD 406.89 billion and USD 440.56 billion in 2019
and 2020 respectively and is expected to grow at a compound annual growth rate (CAGR)
of 5.1 percent from 2020 to 2027 (Grand View Research, 2020). Carbonated soft drinks
accounted for more than 50.0 percent share of the global revenue in 2019. The Indian
carbonated soft drinks market had total revenue of USD 8,315.7million in 2018,
representing a compound annual growth rate (CAGR) of 6.2 percent between 2014 and
2018. The market consumption volume reached to a total of 6,216.2 million liters in 2018
(India Carbonated Drinks Market Overview, 2020). Large base of population, rising
disposable income and rapid urbanization are majorly driving Indian carbonated soft
drinks market. The average per capita consumption stands at 4.3 litres in 2019 (Statista,
2019).