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BEVERAGES INDUSTRY IN INDIA: A BRIEF INSIGHT

In India, beverages form an important part of the lives of people. It is an industry , in which the players

constantly innovate , in order to come up with better products to gain more consumers and satisfy the

existing customer.

FIGURE 1 ; BEVERAGE INDUSTRY IN INDIA

The beverage industry is vast and there various ways of segmenting it , so as to cater the right product

to the right person. The different ways of segmenting it are as follows:

Alcoholic, non-al cholic and sports beverages Natural and Synthetic beverages In-home consumption and out of home on premises consumption. Age wise segmentation i.e beverages for kids , for adults and for senior citizens Segmentation based on the amount of consumption i.e high levels of consumption and low

levels of consumption

If the behavioral patterns of consumer in India are closely noticed , it could be observed that consumers

perceive beverages in two different ways i.e beverages are luxury and that beverages have to be

consumed occasionaly. These two perception are the biggest challenges faced by the beverage industry.

In order to leverage the beverage industry , it is the important to address this issue so as to encourage

regular consumption as well as and to make the industry more affordable.

BEVERAGES

NON-ALCOHOLIC

NON-CARBONATEDCARBONATED

ALCHOHOLIC

COLA NON-COLA NON-COLA

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Four strong strategic elements to increase consumption of the products of the beverage industry in

India are:

The quality and the consistency of beverages needs to be enhanced so that consumers aresatisfied and they enjoy consuming beverages.

The credibility and trust needs to be built so that there is a very strong and safe feeling that theconsumer have while consuming the beverages.