Summary

NourishCo was started in 2010 with a long-term vision of providing products that meets India’s

health and wellness needs. The company managed to maintain a diverse portfolio based on

strong concepts and ethical decision making. It began as a 50-50 joint venture(jv) between two

strong and established companies: PepsiCo and Tata Global Beverages. Hence the company has

always had the financial backing of its parent companies. After being able to reach its business

model objectives rather quickly, NourishCo were looking to become a national company within

a few years through expansion in order to not lose its unique status. Among the 3 unique brands:

Himalayan was at the top of the market segment and Tata Water Plus was at the bottom of the

beverage market (low-priced). Himalayan was the company’s established brand, but Tata Gluco

Plus caught the market by surprise and created a niche among beverage market. Therefore,

NourishCo intended this brand for its expansion. The unique advantage of this brand: non-

carbonated and non-caffeinated energy benefits, attractive price point and unique taste.

Problem Statements
During expansion of Tata Gluco Plus to multiple states, there are two issues:

1. Speed: how fast can they scale to more geographies without time loss
2. Generic brand identity: how to develop this so that when people think about our brand

Even though innovation was key and possible, the brand needed to become country’s go-to on-
the-go energy drink and everyday choice. Rai needed to maintain a balance between cash flows
and expansion plans. He had to resolve 3 factors: the region, the flavours and the product’s
unique advantage.

Since India has 29 states there are too many permutations and combinations to consider. Even
though the brand was established in few southern states, NourishCo had to decide whether to
expand to nearby southern states. Another option: whether it would be wise to start at J&K
where there is presence already or hotter states like Gujarat

For flavor, NourishCo had to consider what combination among lemon, orange, apple and mango
needs to be adopted and whether localized flavours would get better regional acceptance. And
for unique advantage, the key brand differentiator needs to be found and what benefits need to be
the focus of brand communication.