Parle Agro launches carbonated coffee drink

Company aims to more than double its turnover to Rs 5,000 crore by 2015 on the back of Cafe Cuba

Twenty years after parting with Thums Up, Limca and Gold Spot, Prakash Chauhan, the estranged brother of Ramesh Chauhan (promotor, Bisleri International), has launched a new carbonated drink, signalling his intent to get back into a space, which he claims is dear to him.

Chauhan, in a select media briefing, unveiled Cafe Cuba, a carbonated beverage that has a coffee flavour, targeting the 17-30 age-group, and priced at Rs 20 for a 250-ml can. 250-ml PET bottles will be priced at Rs 15. The product will be rolled out across the country by January-February next year.

Chauhan, chairman of Parle Agro, said his company was targeting a turnover of Rs 1,000 crore in the first 12-18 months and would look at exporting the product after that.

"This is a unique drink," he said, "which has a strong flavour. I was clear that I did not want to produce a me-too product," he added.

Parle Agro may launch a diet-version of the drink following rollout next year. Chauhan says that he expects the drink to emerge as one of Parle Agro's key products alongwith Frooti, Bailey and Appy Fizz.

The unlisted Parle Agro, which is headquartered in Mumbai, has a turnover of Rs 2,000 crore. Joint MD Nadia Chauhan said the company was looking to more than double its turnover to Rs 5,000 crore by 2015 on the back of Cafe Cuba.