The popular powdered drink is on the spot over its sugar content, forcing the company into damage-control mode. Will its health and immunity-boosting claims hold up?
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Going by the FMCG giant’s stated intent and need, fans of the little over four-year-old, digital-first skincare brand have no reason to worry.
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.