Pouch with Spout packaging - first time for energy drink in India

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Indian Oil Corporation Limited

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Positive Packaging Industries Ltd

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Indian Institute of Packaging, Hyderabad (India)

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Pizzahut (Devyani International Limited )

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INNOVATIONS - Packaging Innovations from across the Globe

TARU Innovations

Posted on : 3 April 2011

Contact Person :

Davinder Singh

Designation:

dsingh@taru.net.in

+919899989190

www.taru.net.in

TZINGA energy drink was launched on Mar 25th in Delhi NCR by Hector Beverages, a client of TARU Innovations.

The brand is using the pouch with spout format. It is first of its kind in India for energy drinks segment. One may raise the question is ti the right format for enegy drinks which are generally avaiable in slim cans?

The answer is that basics of marketing require o be different, relevantly for success.

Energy drinks in can, aimed at Red Bull consumers and the same occasions have not been/would not be able to make their mark as they are not differentiated; they do not serve a need which is different from that served by Red Bull. Yes TZINGA is different from Red Bull (and such other can energy drinks).

Points of difference

- Is juice based

- Is tasty and refreshing

- In pouch

- Is at Rs 20

It is aimed not at Red Bull occasions but day time, good energy. Like you might require on a hot summer day in office while preparing for the JC review presentation. Nothing naughty about

Hector Beverages, a startup, engaged TARU Innovations in Nov.'10 to handle the product development and commercialisation with the objective to launch the product by Mar.'11.

We wish team Hector all success with TZINGA.

"..... you have made yourself indispensible in our system,...we thank you for all your support and ... we really like you to be around us. " Mr. Neeraj Kakkar, CEO, Hector Beverages