Cities throughout India are experiencing the onset of the early summer season, marked by intense heat and temperatures surpassing the usual. This seasonal transition has prompted both FMCG companies and local Indian convenience stores (kiranas) to swiftly replenish their stocks with products tailored for the summer months.
According to a recent survey conducted by India’s Kirana Community, Kirana Club, it has been revealed that Maharashtra stands out as the sole state where retailers are observing comparable sales figures for both national and locally-produced cold drink brands. Kirana proprietors in Maharashtra have reported that the sales of local cold drink brands are on par with those of well-known national brands such as Pepsi, Coke, Thums Up, and Sprite.
According to the report, a majority of 68 percent of kirana stores across India report that cold drinks from national FMCG brands outsell those from local brands.
A parallel trend is observed in Uttar Pradesh, Madhya Pradesh, and Bihar, where 75 percent of retailers note that national brands outsell local ones. In Rajasthan and Chhattisgarh, 60 percent of retailers share a similar viewpoint, the report further mentioned.
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When considering the popularity of cold drinks and packaged juices among children during the summer season, Frooti emerges as the top choice, with 24 percent of retailers reporting its sales to surpass those of other brands. Following closely is Maaza at 19 percent, trailed by Sprite at eight percent, with Dew and Sting each capturing six percent of the market. Coke holds five percent, while Pepsi and Thums Up each secure three percent. Appy Fizz and Jeera Soda each claim two percent. Additionally, other favored brands among children include 7UP, Appy Fizz, Fanta, Paper Boat, Slice, Limca, Amul Kool, Priya Lassi, and Fundaaz, among others.
Kirana stores are also replenishing their shelves with various other summer-specific products, including dairy items like ice creams and curd, accounting for 16 percent of sales. Additionally, talcum powder makes up seven percent of purchases, while Glucose and Rasna contribute six percent each.
As per the report, energy drinks represent an emerging category, gaining popularity notably in Uttar Pradesh, Bihar, Maharashtra, and Jharkhand.
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Kirana Club founder Anshul Gupta said, “Over the years we have witnessed significant growth of the beverage industry during summer months. This year we are witnessing a change in consumer preference with kirana owners in Maharashtra indicating the growing popularity of local cold drink brands as well. A kirana owner knows the pulse of the consumer and taking cue from our survey among retailers on Kirana Club platform, we see an increased potential for such regional brands in the years to come across various states in India given that they cater to the hyperlocal preferences of consumers.”
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