Minute Maid crosses 2 million sales mark

Venkatachari Jagannathan
10 May 2007

Chennai: In the short period time since launch, Minute Maid the orange fruit drink from Hindustan Coca Cola Beverages Private Limited has notched 2 million units (400 ml and 1 litre packs) sales in the states of Karnataka, Andhra Pradesh and Tamil Nadu. The company is upbeat about further growth.

Could the large volumes be attributed to curiosity sales that any brand experiences when launched with teaser ads and heavy media promotions? Responds Vikas Kochhar, regional manager (South) - Public Affairs and Communication, "We are seeing sustained repeat purchases. However, as the brand is continuously being rolled out across the key markets, it is difficult to project any figures on future volume levels."

The product is made at Chitoor in Andhra Pradesh with the orange pulp imported from Florida and the juice concentrate from Brazil.

According to him, the drink is targeted at young adults (20-34 years age group) and is getting good response from other segments as well-children and housewives. "For now, Minute Maid is being retailed through select outlets across the South Region and we are targeting to reach a base of 25,000 outlets in the three states of Andhra Pradesh, Tamil Nadu and Karnataka."

For the company Minute Maid is the second fruit drink, the first being Maaza the mango drink. "The launch of Minute Maid is a two step initiative- towards fulfilling consumer needs and meeting their preferences, and an effort to extend Hindustan Coca-Cola's market leadership in the Indian juice drink market," remarks Kochhar.