Nimbu ain't premium in India
The good thing about a lemony drink in India is that it'll find a lot of takers. That's 'cos the limey taste works here plus the drink will be perceived as a healthy refreshing one vis-a-vis the colas. In fact, the lime-lemon category is the fastest growing segment of the Rs 7,000-crore aerated soft drink market, with both competing brands Sprite from Coca-Cola and PepsiCo's 7-Up registering healthy growth rates.
The problem a limey drink will face is its 'downgraded view' when it comes to Indian consumers. Lime juice in India is most often made at home. Paying a premium (in comparison to the costs in making it) for such a bottled drink may not be acceptable. Naming the drink Nimbooz does raise its status at bit. But is that good enough? Me predicts 'immediate consumption' (at a retail store with the200 ml returnable glass bottles and 350 ml PET packs) as viable for the product, but not so for 'future consumption'. I wonder how many would buy a 2 liter bottle of Nimbooz (Pepsi has not yet rolled out this SKU), take it home for consumption?
Me says, not many.