Tata, PepsiCo Joint Venture Mulls Taking Nutrient Water Brand Pan India

Two years after its launch, Tata Group firm Tata Global Beverages Ltd (TGBL), which formed a joint venture with PespsiCo India, is contemplating introducing its nutrient water brand 'Tata Water Plus' across India.

"Tata Water Plus represents the larger mission of mitigating nutritional gaps in the Indian diets. Our plan is to make it a national brand," TGBL chief executive and managing director Ajoy Misra said in an interview to group in-house magazine Tata Review.

Tata Water Plus, launched in February 2012, is available in Tamil Nadu, Andhra Pradesh and Gujarat at present. It is a product of NourishCo, the 50:50 JV between TGBL and PepsiCo that was formed in 2010.

NourishCo is focused on enhancing the hydration category in India. Currently, the JV has three products in its portfolio - Tata Water Plus, Tata Gluco Plus and Himalayan Natural Mineral Water.

"The company has built an expansive pipeline of innovations that will be used to fuel growth and create newer hydration solutions," the company said.

Tata Water Plus is available in 1 litre and 500 ml bottles priced at Rs 20 and Rs 10, respectively. The company has also launched Tata Water Plus in 200 ml pouch format priced at Rs 2 to provide accessible nutrition to consumers, especially lower SECs, it said.