JMJ Group’s energy drink subsidiary eyes 30% market share in 2011-12
07 Dec 2010
XXX Energy Drinks, a subsidiary of Rs1000-crore JMJ Group, today announced a tie-up with Amalgamated Bean Coffee Trading Company to promote its brands at all Café Coffee Day outlets across the country.
The company has also engaged in direct contacts with quick service outlets, HORECA (Hotel, Restaurant and Catering) outlets at multiplexes to reach out to its target audiences between the ages of 16-35.
The tie-ups are part of the company's strategy to achieve a 30-per cent market share by end of fiscal year 2012. XXX Energy Drinks said that it aims to sell around 7.5 lakh cans per month during the same period up from 2.5 lakh cans per month currently.
The company had launched its SJ XXX energy drink brand in the country in December 2009. The brand currently holds a 12-per cent market share in the Rs175 crore Indian energy drink market.
Sachiin Joshi, vice chairman of JMJ Group added that the company would be launching a new variant that combines energy and weight loss. Currently, the drink comes in two variants, SJ XXX-Rejuve and SJ XXX-Nicofix.
XXX Energy Drinks is also eyeing Tier II and III markets to bolster its bid to increase its market share in the country.