‘The market is likely to register a CAGR of 11.5 per cent’


Goa’s non-alcoholic beverage market recently had a new player last week with Mumbai based, Prystine Food & Beverages Pvt Ltd entering the fray on Thursday. The company launched Fruit Aqua, a multi-flavoured water with Aloe Vera as its base. In an interview Shrikant J. Hajare, co-founder and director, talks on a range of issues. The flavoured water segment of the beverage industry is in a nascent stage in India, he says to Team B&C.

Q: Fruit Aqua is flavoured water. What exactly is it?

Flavoured water is the new phenomenon that we believe will take the Indian beverage industry by storm. It is a refreshing alternative to sodas, colas, juices and other sweetened beverages. However, having said that, I don’t believe the concept is new to India. We have historical evidences that Indian maharajas drank water with herbs to stay healthy and fit. Adding herbs to drinking water has been in vogue in many parts of our country. In Kerala, in most of the hotels jeera water is served even today. It is an effortless way to stay healthy. Potentially flavoured water can promote a healthy lifestyle as the flavours make people consume more water which keeps them hydrated and healthy.


Q: What are the industry growth drivers for flavoured water globally?

Owing to the shift in demand towards healthier drinks, the global flavored and functional water market is expected to reach US$36.7 billion by 2019 from market value estimated at US$17.2 billion in 2012. The market is likely to register a CAGR of 11.5 per cent between 2013 and 2019. Some of the driving forces of this market are the increasing obesity rate, high rate of urbanization, increasing disposable incomes and rising number of health-conscious consumers. The constantly growing concern of consumers towards maintaining a healthier life has led to increased consumer awareness about better lifestyle options in terms of foods and beverages.


Q: Tell us about your new product, FruitAqua. Why did you decide to enter into the flavoured water category?

The overall beverage industry is a Rs 65,000 crore market and is pegged to grow at a healthy 25-30 per cent annually. In the recent years, the demand for a variety of beverages has been mounting and one gets to see more and more beverage options available in the market – from the regular aerated, plain water, energy drinks to fruit juices. By nature, humans prefer sweet-tasting liquid. So, we are naturally inclined to drink something that tastes better than the tasteless water.

At Prystine Food and Beverages, we pride ourselves on listening to our customers and innovating to always be a part of their evolving hydration and lifestyle needs.  As more and more consumers are looking for handcrafted beverages, FruitAqua has found its niche by giving connoisseurs and foodies a sophisticated water option. It is a delicious substitute for standard beverage options that are currently available in the market.

It presents a change from everyday life, from the monotonous situations to the moments of pleasure in personal time. Making its debut in Goa, FruitAqua offers creative taste profiles that will complement the flavors of any variety of appetizers, entrees, cocktails or desserts.


Q: Who are going to be your target clientele? 

Fruit Aqua is an appealing beverage for people who prefer a little flavor in their beverages and yet want the benefits of herb infused product. It s a non-fizzy drink and is the first fruit flavored water of its kind to bring an aloe-vera infused still water to the dining table. Aloe Vera has several health benefits. It promotes glowing skin, immunity and digestive health. The drink is a bright medley of crisp flavor notes with a smooth finish. We have taken a conscious decision to clearly differentiate our product in the water category. But we don’t think of our drink as a specialized product. We are not looking at the product for mass consumption nor for restricted consumption, either. We are not categorizing FruitAqua as a ‘mixer’ or only for ladies or not meant for children. I would call our target clientele as universal.


Q: What is the competition in this segment?

The category is very nascent and has limited players offering flavoured water option – Catch Clear Flavoured Spring Water and Narang Beverages’ Ocean. Without much debate, I would believe that in India, flavored water is will certainly be widely accepted. Availability of more flavours will provide more choices to the consumers, which in turn will open a new market for water processing units and shop keepers, resulting in increased business, profits and finally wide consumer acceptance and satisfaction. .


Q: What is the price point for FruitAqua and where is it available?

FruitAqua is good on the go and on the table too. It is available in an elegantly packaged 400ml bottle and is currently retailed out of 60-75 grocery and specialty stores in Goa. We have covered Madgaon, Colva and Naveli in the south and Calangute in the north. By end of the month we would have covered the state. We plan to launch a 250ml bottle shortly.


Q: Tell us a little about Prystine Foods and Beverages

Headquartered in Mumbai, Prystine Food & Beverages Pvt. Ltd. is a premium non-alcoholic beverage company that produces a variety of waters and other beverages. Our company’s current product range includes, Blue Pine (arguably India’s only artesian water), FruitAqua (flavoured water),  drinking water, lounge mixes- club soda, tonic water and ginger ale. Blue Pine is manufactured in our plant in Kashipur, Uttarakhand.


Q: In which cities is Fruit Aqua available currently?

It is currently sold in Mumbai, Bangalore, Hyderabad, Kolkata, Delhi, Ahmedabad, Surat and Pune.