17 December 2012 Business Outlook Business

Falling Flat

Could Big Cola be a big success in India?

It’s a cola that’s cheaper than the big brands and has the added advantage of being caffeine free. Will that be enough to make Big Cola a big success in India? Peruvian soft drink company AJE Corporation launched its flagship product in the country last month counting on just those attributes. “We are offering the Indian consumer the choice of buying a great tasting, high quality product, with an added health benefit (no caffeine), and at a very attractive price point,” says Sorin Viona, marketing director, Asia Pacific, AJE Group. Unlike in other markets, AJE is advertising in India — it tied up with the latest English release, The Amazing Spider-Man, although it plans to stay away from Bollywood and cricket endorsements. Instead, it’s counting on the price advantage to bring in customers: a 500 ml bottle of Big Cola is priced at Rs 20, Rs 3 more than what Coke and Pepsi charge. But really, when was the last time you compared prices on bottles and then made your choice?

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