NourishCo, a subsidiary of Tata Consumer Products Limited (TPCL), is actively bolstering its presence in the functional beverages segment. As part of its expansion strategy, the company has recently introduced Tata Coffee Cold Brew. This innovative addition to NourishCo’s portfolio is aimed at meeting the growing demand for functional beverages and catering to the evolving preferences of consumers. By launching Tata Coffee Cold Brew, NourishCo aims to solidify its position as a leading player in the functional beverages market.
The Tata Coffee Cold Brew is available in classic, mocha, and hazelnut variants and will be in the ready-to-drink category. The brew has low sugar content and will be available at select retail outlets. The drinks will be priced at INR 125.
The company’s product lineup boasts an impressive assortment of beverages. Among them are Himalayan water, Tata Gluco Plus, an affordable glucose-based drink served in a convenient cup format, Tata Water Plus, Nutrient Water, and Fruski. Fruski stands out as a curated range of beverages that beautifully captures the essence of the bustling Indian streets, offering a delightful experience for all taste buds.
Vikram Grover, Managing Director, NourishCo Beverages Limited., said, “We have launched Tata Coffee Gold Cold Brew and we have seen a good response from trade and consumers. We are optimistic because we have got the right brand, we have got the right product and we have got the right go-to-market (GTM) strategy with the Himalayan. We have access to the most premium outlets in the country. Tata Coffee Gold is an example of leveraging TCL assets in the liquid refreshment beverages business and we will continue to do that in the coming months.”
NourishCo experienced a remarkable growth in net sales, surging from INR 180 crore in FY20 to INR 621 crore in FY23. The company’s wide range of products has successfully penetrated 600,000 outlets nationwide, reaching a vast consumer base. Recognizing the increasing demand for its popular Tata Gluco Plus product, NourishCo took proactive measures by doubling its production capacity to meet the surge in customer interest.
“If you look at the Indian market, the faster-growing segments in India are functional beverages and that space is growing very rapidly. We believe Tata Gluco Plus is a functional beverage, but we believe that there are many other opportunities in the functional beverage space. The Indian market is highly underpenetrated for packaged beverages, and packaged liquid beverages. we believe that there is significant scope to upgrade consumers from unpackaged to packaged. And I think that trend has only got accelerated post-coronavirus because consumers will see seeking more trust in hygiene with the Tata brand than anything can be. We are seeking to leverage the brand and make it more than water as we have assets in Tata Consumer Products,” added Vikram Grover.