Desi brands staking claim

A small local brand like Nirma giving a huge conglomerate like Hindustan Lever a run for its money is a part of folklore, legend. But the same story continues to resonate across India – local, thorough bred desi brands, especially for aerated drinks is giving MNCs like Pepsi and Coke a nightmare. And these MNCs are having sleepless nights.

There are some 20-24 odd brands, all desi and local from across India which are very popular with the people, more so than Pepsi or Coke. Like Gujarat's Hajoori & Sons, Alwar-based Jayanti Beverages, Delhi's City Cola, Boss Beverages from Bareilly and Shri Brahm Shakti Prince Beverages of Delhi’ all are doing exceedingly well. These companies together have captured  a market share of around 10% and that huge in the Rs.14,000 crore pie of aerated drinks.

The good part here – none of these brands spend crores of rupees on advertising, roping in celebrities and becoming “official” partners of bigger events. These desi brands are quiet, allowing its taste and product to sell for itself. All taste and no hype – that is what ultimately seems to be working for these brands.

Moral of the story – just like a movie needs a good story to sell, not star power; a good drink needs good taste, not a Deepika or a Ranbir.