It is not easy to fight sugar. But that hasn’t stopped some of India’s brightest from jumping on the juice bandwagon.
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The Punjab-based maker of the popular Lahori Zeera is not even a decade old, but its numbers are better than much older rivals. What’s the story?
The region’s growing demand for carbonated beverages and the presence of a large Indian diaspora present an opportunity for the Mukesh Ambani-led conglomerate to up its FMCG game through the iconic brand.
All this while, the FMCG major worked towards maintaining its market dominance at the cost of profit margins. It is now poised to reap the benefits of this strategy.