Its been 15 years since Parle Agro withdraw themselves from the carbonated beverage business after selling out the line of business to Coca cola. The Rs.15000 crore soft drink industry since then is ruled by coca cola & Pepsi. Even then Parle Agro made a segment for themselves with products such as Frooti & Appy fizz. The former enjoying 85 percent of the mango based drink market certainly is the oldest and largest. The non competition agreement expired in 2003 with Coca Cola and now the big player is coming back to the oldest play ground with an intention to create a new product segment with a different target group in mind. Cafe Cuba will be a coffee based carbonated drink and the main targets will be youth. Aiming at a 7% market share we have to wait & see whether Parle will be able to beat the competition and taste created by international brands among the youth in all these years with Cafe Cuba. All the best for this Indian Brand to sustain the competition.
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