Untapped Market of Beverage Industry- Goli Soda Stratergy

Goli soda/Banta soda Industry in India is an fragmented industry which is popular with its chilling and soothing experiencing, much popular with middle class and lower middle class family very few are able to position themselves unique. In few place, soda act as a Hajmola. India need this soda industry. But few problem have affected the brand of soda industry badly. This isn’t done by MNC cola companies but by the Goli Industry themselves.

1.      Hygiene: Any person who tend to eat/ drink see hygiene. Asking a question to himself, “How safe is it?”. My dad always scold me when I have goli soda the most prominent reason he give is water and Ice. The water used in the soda manufacturing isn’t a mineral water. And our generations aren’t that strong with our immune system.  Coming up to ice, we have witnessed many local reporters, reporting on the quality of Ice and usage of ice from medical hospital and so on. When its ice! Everyone is scared off.  

2.      Product: These sodas are mainly sold on roads and footpath normally on hand pulled crafts who don’t have a specific place which is a key ingredient of 4P’s marketing. Coming up to product, every soda is same with taste and very less verities are available. The flavors used aren’t homemade but bought on a glossary store nearby. They also fail in standardizing the product because, the lemon they use aren’t yellow all the time and the salt and masala they use do very time to time.

3.      Substitutes: I never consider a cola drink to be a substitute. But products like nimbozz, minute made,7up, sprite are one of them. The availability of soda masalas in packets have a great impact on this market because it’s safe to do it in home. Every mineral water plant are trying to come up with a soda bottling unit, once soda used to be sold on BAR’s but they are now successful reaching every single breakry, small glossary shops and cold drinks  store.

Untapped market of Beverage Industry

Many beverage company are trying to fill the demad of a goli soda with the help of brands. But they haven’t tried the jalgeera which is a famous Hajmola. Many people desire to have a soda but find difficult to find soda or masala or sometimes a right quantity of masala.