Tata Global Beverages Ltd (TGBL) has finally made overseas marketing breakthrough for Himalayan, the bottled natural mineral water brand from its stable.
P. Poddar, MD of Mount Everest Mineral Water Ltd (50.24 per cent stake owned by TGBL) told Business Line on Thursday that Himalayan was being marketed through Starbucks channels in Singapore since April.
The joint venture between Starbucks and TGBL has been preparing to open up this significant volume opportunity in the foreign market for the brand for more than a year. Eventually Starbucks plans to sell Himalayan through its nearly 18,000 store worldwide.
Poddar said Himalayan would be sold at other places abroad in the near future, but declined to give details. According to sources, the next destination is likely to be the US.
At Starbucks stores, Himalayan has been priced at Singpore $ 3.2 (Rs 240) for half-litre bottle. Evian, the global market leader in the segment, is sold at the same price.
In the domestic market, NourishCo Beverages Ltd (NBL), the 50:50 joint venture between TGBL and PepsiCo India Holdings Pvt Ltd (PIH), handled the entire sales, marketing and distribution of Himalayan through the PIH’s Go-To-Market (GTM) network.
In India, sources said, dual pricing is in place – Rs 40 for litre bottle at stores and Rs 40 for half-litre bottle in premium segments such as hotel and restaurants. Interestingly, Starbucks at its few stores in the country is selling Himalayan at Rs 40 a litre.