Xotik Frujus (XFPL), a beverage company headquartered in Mumbai, has revealed its plan to rebrand and reposition its renowned jeera brand, Jeeru, as ‘J.’ The move is aimed at gaining a greater stake in India’s ethnic beverage market.
J.’s design philosophy embodies the bold and vibrant essence of both Gen Z and its current customer base. By incorporating six distinct Indian colors into its packaging, the brand takes a modern approach, using clean, bold shapes that have yet to be seen in the beverage industry. The striking minimalism of its form contrasts with its maximalist color scheme, making J. an eye-catching presence on store shelves.
J. strives to stand out in the crowded beverage market and appeal to the new generation of young, ambitious Indians who are deeply connected to their cultural roots while aspiring to achieve global success. To achieve this, the brand aims to disrupt the existing paradigm. J. retains its familiar beverage flavor while elevating it with the added goodness of apples. It is bottled with a bold, Indian attitude that embodies the readiness to face tomorrow.
Anjana Ghosh, Chief Executive Officer, Xotik Frujus, said, “With J. we wish to completely reinvent the popular jeera masala drink with new age looks and an attitudinal connect with the global India Gen Z or young Indians. With changing consumer habits, experimenting attitude of the Indian consumers today, the new design and vibrant 6 colors are aimed at creating higher brand recall with a sharper identity amongst New India. Our consumer insight behind this positioning showcases hustling and ambition, empathy, digital nativity, self-expression and creativity being at the core of the youth of India today. These attributes have been instilled interestingly in our creative campaign and brand packaging covering myriad colors which will be seen 1st time for any beverage brand in India. The marketing campaign will include strong digital led communications to on-ground activations driving trials for J. for the newest masala-soda on the block. Like Jeeru had attained leadership in the category, we hope that in its new avatar, J. will connect with consumers better.”
The essence of the design for J.
J.’s design philosophy embodies the bold and colorful essence of Gen Z. By using Indian colors and pairing them with clean, bold shapes, the brand gives them a modern twist. The striking minimalism of its form contrasts with its maximalist color scheme, making J. a head-turner wherever it’s seen.
The new positioning as J.
Xotik has gained recognition for its innovative ethnic beverages that add a twist of masala to traditional flavors. As the demand for unique and unconventional flavors and spices grows, Xotik has created an “avant-garde” experience for a new target audience with J. The complete rebranding aims to transform J. into an aspirational and trendy drink that better connects with the youth in this season. It’s a first-of-its-kind brand named after a single letter – a deliberate decision that reflects the unconventional approach of Gen Z. The name J. transcends language, space, and place, as it’s a deliberately abbreviated sound that is whole on its own while also signifying the beginning of something more to come.
An aggressive marketing push for J.
Xotik has developed a comprehensive year-long plan consisting of multiple campaigns, trials, and activities to enhance brand visibility and raise awareness for J. The plan includes aggressive out-of-home (OOH) campaigns, print and other on-ground activations, and the introduction of new innovations and ethnic products, all of which will be supported by digital and social media activation. Additionally, consumer engagement with brand collaborations will be used to create high-value brand visibility and awareness. The company is set to invest approximately 20 crore in various marketing activities.
Indian ethnic beverage category:
The ethnic beverage market in India is projected to be valued between 700-800 crores. In line with this growth potential, Xotik has announced a strategic roadmap that includes expanding their state-of-the-art production units, introducing new flavors of both carbonated and non-carbonated drinks, and expanding their market reach from 780 towns to 3000 across tier 1, 2, and 3 cities by 2026. With their new product repositioning, they have identified multiple manufacturing units across West, East, North, and South India, and plan to add 400 super stockists and 3000 distributors nationwide by 2026. Under new leadership, Xotik has set an ambitious goal of becoming a 1000 crore company within the next decade. They aim to achieve 50-60% year-on-year growth for the next three years, with a target of reaching 500 crores by the end of FY ’26.