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<ul><li><keyword id="133159" type="COMPANY" weightage="20" keywordseo="Parle-Agro">Parle Agro</keyword> launched a new product this week called <keyword id="10127022" type="COMPANY" weightage="20" keywordseo="B-Fizz">B-Fizz</keyword> and earmarked Rs 40 crore for its marketing campaign solely for this calendar year. </li><li>On the back of a strong marketing and pricing strategy, Parle Argo is aiming to make B-Fizz a ₹1000-crore-brand in the next couple of years.</li><li><keyword id="235731" type="COMPANY" weightage="20" keywordseo="Nadia-Chauhan">Nadia Chauhan</keyword>, Joint Managing Director and CMO, Parle Agro spoke to us about the whole process of launching a product from researching to shelving, idea behind on-boarding two different brand endorsers for different markets, target audience, larger vision for the company and much more. </li></ul>When it comes to coming up with innovative, industry-first beverages, Parle Agro has been the frontrunner. With its latest launch, B-Fizz, a malt-flavoured carbonated apple drink, the company envisions becoming the number one beverage player in India eventually. Parle Agro currently dominates the fruit plus <keyword id="10153209" type="UNKNOWN" weightage="20" keywordseo="fizz-drink-category">fizz drink category</keyword> by over 90% market share with its flagship brand <keyword id="6374490" type="UNKNOWN" weightage="20" keywordseo="Appy-Fizz">Appy Fizz</keyword> and now, with its foray into malt-flavoured drinks, it is confident that it will be able to accelerate the category’s growth significantly and bring it to up to Rs 10,000 crore from Rs 1,500 crore in 10 years. In the past, the brand has tried to expand its presence with Mango <keyword id="10153208" type="PERSON" weightage="20" keywordseo="flavoured-frooti-fizz">Flavoured Frooti Fizz</keyword> and Grappo Fizz, which did not last for too long. So, this time, the brand is playing safe and smart by piggybacking on the popularity of Appy Fizz for the newly-launched B-Fizz, which is a marriage between apple and malt. Another reason why the brand believes in this category is because it has seen a consistently increasing trend of consumers moving away from synthetic beverages towards fruit-based beverages. Parle Agro is therefore going all out to promote its new product launch. It has invested Rs 40 crore in a high-decibel 360 degree campaign, on-boarded Priyanka Chopra Jonas for the Indian market and Jr. NTR for the Southern India. B-Fizz will also be the sponsor for a few select marquee television properties and air its TVC during IPL to get the ball rolling. In just two weeks since its launch, the drink is already present in 500,000+ outlets. With a uniquely positioned product and strong marketing strategy, Parle Agro is confident of making B-Fizz a ₹1000-crore-brand in the next couple of years. We caught up with Nadia Chauhan, Joint Managing Director and CMO, Parle Agro, to understand the research process, pricing strategy and goals for this calendar year. Excerpts: Q. What were some of the factors that pushed you/influenced you to launch B-Fizz? As part of our growth strategy, we invest in R&amp;D to introduce innovative new products to the market; products that will appeal to consumers and take our business further. B-Fizz is one such product that our team developed a few years back. After conducting successful trials we were waiting for the right moment to launch it. As we went through various phases of unlock, we noticed a phenomenal performance in our sparkling fruit-based drink category with our brand, Appy Fizz. We thought it was a great opportunity to expand that category further with the launch of B-Fizz which is a sparkling malt flavoured drink with apple juice. We were able to commercialize B-Fizz in less than 30 days from the time we made the decision to launch it. The timing of the launch worked perfectly for us in several ways. As the country underwent the last few phases of unlock, retailers who were earlier operating under numerous constraints during the lockdown, have now opened up and are operating at almost 100%. Consumers are also getting back to some sense of normalcy. Additionally, the second half of the year is not just the festive period where there is typically an upswing in demand, but it also sees a second summer in the month of October across the country. Since the season also plays a large role in the <keyword id="1453601" type="PERSON" weightage="20" keywordseo="beverage-industry">beverage industry</keyword> it was a great time for us to launch B-Fizz. Q. What is the marketing strategy for your new product launch? What is the marketing investment going to be? We are investing Rs 40 cores in a high-decibel 360 degree campaign across various media for B-Fizz. We have launched two new TVCs, one featuring global icon, Priyanka Chopra for national media and the other featuring Jr. NTR exclusively for southern markets. The TVC campaign will be supported by innovative print, mobile and digital activations. B-Fizz will also be the sponsor for select marquee television properties. The campaign will also be aggressively promoted across IPL on Hotstar and YouTube. We have also been looking to deploy OOH for higher impact across 96 cities as of now. Q. What would your distribution and pricing strategy be? Will it be available on e-commerce and delivery platforms? B-Fizz is a product that we have launched with a mass distribution strategy in place. We’re today at 500,000 outlets with more than 3000 towns covered. We have launched B-Fizz at a competitive price point of Rs. 10 which is a critical part of our strategy. We believe this price point will enable us to scale up distribution for the brand across both rural and urban markets and make it more accessible to consumers. And yes, we will be available across various platforms, not just traditional retail but also modern trade and e-commerce. We expect B-Fizz to become a ₹1000-crore brand in the next couple of years. Q. The product is priced at Rs. 10 for 160 ml SKU, so how environmental-friendly is the product's packaging? Or will that be a focus later on in brand's journey? It’s an incorrect assumption to say a product available at a lower price point is indicative of a compromise in the quality of packaging. Parle Agro has a reputation built on quality, trust and has always ensured products which are best in class to deliver a superior consumer experience. Our ability to price a product at 10 rupees, an extremely competitive price point, is based on our strategy of creating economies through scale. The 160 ml packaging is a pack that is manufactured on a mass scale for Appy Fizz, the same is being applied for B-Fizz through various technological innovations in designing the preforms. These innovations are created and manufactured in-house as well, which is also how we’re able to achieve this kind of competitive price point. Q. Since the packaging and TVC is quite bold and colourful and positioned as a drink 'for the bold', are you looking at targeting millennials? Who will be the core target for B-Fizz? We are primarily targeting the youth between the age groups of 15-30 years for B-Fizz. Nevertheless, the unique taste of B-Fizz will appeal to all age groups. Q. Since consumers are becoming very conscious of their health and avoiding cola-based drinks and people are still at home and snacking more, have you seen an increase in demand of your products in the last few months? Our entire product portfolio focuses on fruit based beverages and has gained huge traction over the years. We have seen a consistently increasing trend of consumers moving away from synthetic beverages and more towards fruit-based beverages. This is perhaps, one of the big growth drivers for our category as well and a reason for why we have grown as much as we have. Q. What kind of trends did you witness during the lockdown? Did you cut down on your ad spends for this year? What will your larger marketing strategy be for the rest of the year? When it comes to business trends during the lockdown, companies had to adapt, on a daily basis, to the constantly changing rules and regulations being implemented across different parts of the country. Pro-active planning became a critical approach to maintain continuity of supply and distribution to tackle the challenges in mobility that emerged during the pandemic. We also witnessed the growth of the ecommerce platform. Though the e-commerce channel is still very small for the FMCG industry, there has been an acceleration in the adoption of this channel by consumers and brands alike. We have also on-boarded numerous ecommerce players and are continuing to do so. With regard to consumer trends, the lockdown has led consumers to become more conscious about their food and beverage choices. We foresee consumers spending a lot more on products that are natural versus those that are synthetic. For instance, fruit-based drinks like our products with natural ingredients, will be the preferred choice of drink over synthetic ones. Through the lockdown, we halted most of our marketing spends since majority of the retail stores were shut and with restrictions in mobility, people weren’t allowed to go out unless absolutely necessary. But now, as we move towards the last few phases of unlock, our budget allocations are back on track. We are investing Rs 40 crores for the marketing of B-Fizz which is until the end of the calendar year for 2020. Next year, we will be back on track with our regular marketing budgets of about Rs 250 to 300 crores across all our existing brands. Q. Why did you decide to get a separate brand face for the southern market? Is that one of your strongest markets? In southern markets, the influence and affinity for regional cinema and celebrities is very strong. Thus, to drive greater brand resonance with the audiences in the south as well as generate higher brand recall for B-Fizz, we chose a separate ambassador for the southern markets. Jr. NTR is a great brand fit and just like for Frooti we have Allu Arjun, we have Jr. NTR for B-Fizz in the south. Q. Parle Agro currently has a brand turnover of Rs. 6500 Cr. With a new addition, what are revenue goals for FY 2021-22? Parle Agro currently dominates the fruit plus fizz drink category with Appy Fizz with over 90% market share. With the launch of B Fizz, the target is to build the Fruit plus Fizz category to Rs 10,000 Cr. by 2030. We believe we will end the calendar year with 5-10 per cent growth over the previous year with B-Fizz being one of the contributors to that growth. Q. What is your overall vision for Parle Agro? Our vision is to make Parle Agro the No. 1 Beverage Company in India.

Parle Agro is confident of making B-Fizz a ₹1000-crore-brand in a few years

<ul><li>Summer started early this year in India and it has been a hot season for cold drink brands.</li><li>Cold drink and beverage brands have amped up their marketing activities, expanded their distribution network both online and offline to meet the high demand this summer, and outreach to consumers across India.</li><li>We spoke to soft drink and beverage brands to find out how this summer has fared for them so far.</li></ul>After going through two consecutive dry summers, 2022 has proved to be promising for beverage and soft drink brands in India. With the mercury touching 45C in several parts of the country, people are looking for ways to beat the heat and stay hydrated, resulting in a massive demand for cool beverages. Two dry summers Unlike other industrial sectors which derive sales throughout the year, beverage sales are heavily seasonal. According to industry experts, the summer period from March to June contributes to more than one-third of the annual business for soft drinks and beverage brands. The pandemic-induced nationwide lockdown had forced restaurants, bars, <a href="https://www.businessinsider.in/business/news/theatres-cross-pre-pandemic-gross-revenue-collection-despite-pricey-movie-tickets/articleshow/91839566.cms">theatres</a>, and live events to shut shop. Soft drink consumption in India was predominantly out of home and occasion-dependent then. As a result, the soft drink and beverage industry was severely affected in the last two summers, fizzing out their sales significantly. Pandemic changed consumer, and company behaviours, too As the pandemic forced people to stay indoors, it brought about many changes in consumer behaviour. For the first time, key industry players increased door-to-door deliveries to drive sales. “During the pandemic and associated lockdowns, out-of-home consumption patterns were notably impacted while in-home consumption trends improved significantly. The industry underwent a significant shift in consumer purchase patterns,” shares Sundeep Bajoria, vice president of the India franchise at The Coca-Cola Company. A bright <keyword id="14108454" type="General" weightage="20" keywordseo="summer-for-cold-drinks" source="Orion">summer for cold drinks</keyword> Early summer brought cheer for cold drink brands this year, reviving out-of-home consumption after two plateaued summers. Soft-drinks giant Coca-Cola India has witnessed a boost in consumer sentiments across product lines and it is upping its marketing activities to increase its reach. “In Q1 2022, we have seen double-digit growth across all categories. As consumers resume out-of-home activities and look towards outdoor entertainment channels, our focus will be on new and innovative ways to get products to consumers through integrated marketing efforts and wider holistic reach,” said Bajoria. “We continue to win market share with transaction growth of more than 3X of GDP growth, and triple-figure growth in e-commerce sales,” he added. Coca-Cola’s Bajoria is optimistic about seeing the non-alcoholic beverage portfolio in India would see immense growth this year, characterised by ‘innovation, fragmentation, and alternate routes to market business models.’ Out-of-home consumption and marketing activities fizz up Parle Agro shifted its marketing gears as the lockdown lifted. It started focusing on in-home consumption and strengthening its e-commerce presence. It witnessed a 14% growth in 2021 over 2019 in terms of volume and grew about 47% in 2021 over 2020. Now that out-of-home consumption is picking up due to sweltering heat, Parle Agro is witnessing healthy growth and demand for beverage brands across the board. A large part of the consumer base for beverage companies consists of people who are on the move, commuting to work, schools and colleges or travelling. During their travel, they look for refreshing and energizing drinks for a quick, satisfying swig to quench their unrelenting thirst. “We see a substantial surge in sales and demand for our out-of-home consumption packs during this season,” says Nadia Chauhan, joint managing director &amp; chief marketing officer, Parle Agro. Chauhan told Business Insider India that the demand for fruit and dairy-based beverages is significantly high. “Additionally, with the growing trend for health and wellness products, consumers are opting for fruit-based and dairy-based drinks over synthetic ones in the beverages category,” Chauhan said. “These factors have led to huge demand and preference for our brands i.e. Frooti, Appy, Appy Fizz, B Fizz and our dairy brand, Smoodh. We are expecting significant growth in 2022 and are targeting a 30-35% growth this year over calendar year 2021,” she added. Parle Agro’s marketing budget for this summer is ₹200 crore, 20% higher than last year. Soft drink major Pepsi is seeing an upward trend in both in-home and out-of-home consumption. “Our beverage portfolio be it Pepsi, Mountain Dew, 7UP, Slice, Sting and Tropicana – all continue to see an uptake in demand across the country and are witnessing a jump in both penetration and frequency. We are also strengthening our distribution both through traditional and e-commerce channels to be able to cater to consumers across urban and rural geographies,” shares a company spokesperson. On the back of a strong marketing plan for all its products and increased consumption revival, a spokesperson for <keyword id="110163" type="General" weightage="20" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword> said that the consumer company is optimistic about seeing a good summer season. According to <a href="https://www.businesswire.com/news/home/20220211005234/en/India-Non-Alcoholic-Beverages-Market-A-INR-1131.52-Billion-Market-by-FY-2027---ResearchAndMarkets.com#:~:text=The%20carbonated%20beverages%20market%20segment,153.33%20billion%20in%20FY%202020.">Research and Markets</a>, the carbonated beverages market segment is expected to reach a value of ₹349.64 billion by FY 2027, expanding at a CAGR of ~15.12% during the FY 2022-FY2027 period. The non-carbonated beverages segment in India is expected to reach ₹781.88 billion by FY 2027, expanding at a CAGR of ~20.52% during the FY 2022-FY 2027 period. The scorching heat this summer has set the ball rolling again for beverages and cold drinks, which are expected to grow significantly in the coming years.

Cold drink brands have a merry summer after Covid-19 fizzed out their sales for two consecutive seasons

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<ul><li>2021 is going to be one of the biggest growth years for <keyword id="133159" type="COMPANY" weightage="20" keywordseo="Parle-Agro">Parle Agro</keyword> as it is set to release two high impact campaigns for its power brands Frooti, Appy Fizz and B-Fizz simultaneously.</li><li>With combined spends of Rs 240 crore for Frooti and Fizz portfolio, Parle Agro is aiming to dominate the beverage category this summer.</li><li>Nadia Chauhan, Joint Managing Director and CMO, Parle Agro tells us how the brand aims to beat the cola category with its strong marketing strategy and how it would go about spending the earmarked marketing budget of Rs 240 crore.</li></ul>Last week, Mumbai recorded its hottest day of this season and the India Meteorological Department issued a yellow alert with a warning of heat wave. Mercury in Odisha has crossed 44.6 degrees, the highest so far. IMD predicts this year to be the hottest summer in India and it’s only April! To beat this heat, consumers turn to refreshing cold beverages and ice-creams and naturally, summer is the peak season for those categories. For Parle Agro that houses drinks like Frooti, Appy Fizz and B-Fizz, 40% of its overall annual sales come from the summers. Last year, the beverage industry’s business plateaued due to the lockdown. Parle Agro decided to curtail its 360-degree media spends until October and started working on its comeback marketing strategy. So, 2021 is going to be an important year for the conglomerate to revive its business. Sharing her expectations for summer 2021, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “The summer months alone from March to May account for approximately 40% of our overall annual sales. We have witnessed a higher consumption in mango drinks over the Fizz category in summers because Mango is a seasonal fruit hence, a higher intake over the Fizz category which is evenly balanced out year-round.” While the beverage category was struggling in the first quarter of 2020, once the market opened up, Parle Agro launched an innovative product ‘B-Fizz’ and expanded its market share strategically. It is now aiming to grow by 50% over 2019. “Looking at the past year, the lockdown had an immense impact on the beverage and FMCG segment as a whole. Due to mobility restrictions, we focused on reinventing our sales and distribution strategy to cater to the market effectively despite the lockdown. This helped us gain an 8% market share within the category. We avoided a 360-degree brand campaign during the summer months of 2020 as it would not serve the desired purpose due to mobility restrictions. Subsequently, we invested in a strategic marketing strategy in September 2020 when we launched B-Fizz. This year, for 2021, with increased mobility and rise in temperatures during summer months, we are expecting a boom in consumption and are targeting a 50% growth in 2021 over 2019 across all brands,” said Chauhan. However, the lockdown did have a silver lining for Parle Agro after all. The consumer pattern changed and they started preferring fruit-based beverages. Chauhan said, “We have witnessed a consistent increase in consumers moving away from synthetic beverages and more towards fruit-based beverages. Along with that, we also see a demand in products under the good-for-you category. The lockdown has also given consumers an opportunity to spend more time with family and friends. This has resulted in a boost for larger packs for in-home consumption.” <cmsannotation type="cmsannotation" annotationid="Marketing campaigns for 2021" text="Marketing campaigns for 2021">Marketing campaigns for 2021</cmsannotation> Parle Agro has launched its summer campaign starring brand ambassadors Priyanka Chopra Jonas and <a href="https://youtu.be/Tmy9ViY2qR8">Jr. NTR</a> for B-Fizz. With marketing investments of Rs 120 crores for the Fizz portfolio this summer, Parle Agro plans on generating tremendous buzz with a multimedia campaign. The TVC will be aired across national and regional channels. <div type="Youtube" id="8X1DT09Je7A" title="All new 2021 Be.Feel.Fizz advertisement with Priyanka Chopra Jonas.#befeelfizz#bethefizz#feelthefizz" thumbUrl="https://i.ytimg.com/vi/8X1DT09Je7A/mqdefault.jpg"></div> On the other hand, its new summer campaign for Frooti starring Alia Bhatt, <a href="https://youtu.be/mfq51l5Auwk">Allu Arjun</a> and <a href="https://youtu.be/oz0_585h1DE">Varun Dhawan</a> aims to accelerate growth and strengthen brand equity. Parle Agro has earmarked Rs 120 as marketing budget for Frooti and Rs 120 for Fizz category. <div type="Youtube" id="kopcKizsMIY" title="Watch Alia Bhatt get her favourite drink in the new 2021 Frooti advertisement. #livethefrootilife" thumbUrl="https://i.ytimg.com/vi/kopcKizsMIY/mqdefault.jpg"></div> The beverage company has increased its marketing budget every year since 2019. Chauhan shared, “Our overall marketing spends for 2019 amounted to Rs 220 crore while our summer spends for 2021 is Rs 240 crores.” Telling us more about the media spends, Chauhan added, “We have an aggressive multimedia campaign charted out for 2021 with the objective of boosting consumption patterns, gaining substantial market share and driving significant growth for Parle Agro in the beverage industry. Our plan includes using strategic mediums and touch points to ensure impactful reach and visibility for our brands via the right audience. This includes Television, Digital and OOH mediums.” To further break through the clutter, the Indian beverage giant will look at enhancing visibility via on-ground branding opportunities at retail outlets, kirana stores and continue investing in e-commerce. A significant amount of its marketing budget will also be spent on the biggest event of the summer season - IPL. Frooti is the official on-air sponsor for IPL in the mango drink category and B-Fizz is the beverage partner for IPL on Disney+ Hotstar. Telling us how important IPL has grown to be for the brand, Chauhan shared, “IPL has been a game-changer for Frooti and our FIZZ range. We started advertising with IPL for Frooti in the summer of 2014 since most of the investment for the brand happens in this season. IPL being the biggest event of the summer months has helped propel visibility for Frooti during this period, ever since we started advertising with the property. The year 2021 is a big year for Parle Agro. To further drive high SOV for our brands during the high consumption summer season, we have associated with IPL. Frooti shall be the on-air sponsor on TV on Star Sports Network. While in the digital space, B-Fizz will be the associate sponsor for IPL on Disney HotStar. If we go by numbers, just these two platforms will drive a reach of over 500 million people.” With combined spends of Rs 240 crores for Frooti and FIZZ portfolio campaigns, Parle Agro is set to dominate the beverage category this summer. It has the lion’s share of fruit plus fizz category and Frooti, too, ranks among the top two mango drinks in India. Elaborating on the beverage company’s expansion plan and current market share, Chauhan said, “For Frooti we have 28% market share in the mango drink category. In the apple-based drink category, Appy holds the largest share with 61% and in the sparkling fruit drink category, our FIZZ portfolio i.e. Appy Fizz and B-Fizz combined, holds the highest market share of over 90%. We are looking to further grow market share and target new consumers by increasing our reach and market penetration. We are already witnessing a massive boom in consumption this season after a slow 2020. Frooti is part of every household, for every social occasion, these indications instil confidence that the product will become a dominant player soon. And with our aggressive plans for Frooti and FIZZ portfolio this year, we aim to further boost consumption and drive significant growth for Parle Agro in the beverage industry.” Apart from spearheading an aggressive marketing campaign this year, Chauhan will also prepare every level of leadership across all teams in her organization who have all been impacted in different ways by the pandemic, to be really prepared and maintain a very positive mindset.

Parle Agro targets a 50% growth in 2021 over 2019 as India prepares for its hottest summer; sets aside Rs 240 crore for marketing activities

<ul class="summary-list"><li>For 13 years, I tried to get a diagnosis for my symptoms of fatigue and trouble walking. </li><li>Through an MRI, a neurologist discovered I have multiple sclerosis. </li></ul>I glanced over the doctor's shoulder as he pointed to white spots on an MRI of my brain. "These are areas of demyelination." He spoke definitively, as if 13 years of no diagnosis for symptoms like debilitating fatigue, mobility issues, and pain, was just a big misunderstanding."Your spinal fluid showed evidence of inflammation. What we're dealing with here is <a href="https://www.insider.com/christina-applegate-what-to-expect-when-diagnosed-with-multiple-sclerosis-2021-8">multiple sclerosis</a>," he said. His words filled my brain like carbonation from a soda, fizzing through my mind and stifling my thoughts. The idea that one simple test provided the answer I'd lacked for 13 years seemed like a dream.<h2>I had tried everything up to that point</h2>My search for a diagnosis had taken me to doctors as far away as a four-hour plane ride from my home. The futile suggestions had ranged from exercise to psychotherapy to a mixed drink, as if Smirnoff with a splash of cranberry juice could stop my body from declining.When I reached the 10-year mark, I thought I'd dangle from the edge of the undiagnosed mountain for the remainder of my existence. But here I was in this exam room on a day unlike any other. It was a day I never thought would arrive.He threw a list of medications in front of me as if it were as simple as choosing an item <a href="https://www.insider.com/keto-diet-may-improve-energy-mood-for-multiple-sclerosis-2022-3">from a menu</a>. There were pills, injections, infusions, and long lists of adverse reactions and possible side effects. I felt overwhelming relief with a side of fear. "Will I walk normally again? Can these lesions heal? Are my legs going to fatigue this easily forever?" I stacked the questions one upon the other until they reached the ceiling. I'd waited for a diagnosis for so long, but I hadn't prepared myself to accept one.I thought of the time I'd endured an unnecessary breast exam because the doctor demanded it. I remembered the time a physician told me there was no answer to be had as my <a href="https://www.insider.com/multiple-sclerosis-ms-what-is-it-2018-10">body continued to decline</a> until merely existing was a struggle. Today was a good day. An answer meant a treatment, and I deserved that more than anything.<h2>I started feeling like myself again</h2>I returned to his office many times in the coming years for checkups and to be infused with a <a href="https://pubmed.ncbi.nlm.nih.gov/30632834/">B-cell-depleting medication</a> to calm my disease. Just as years had passed during my search for a diagnosis, time came and went during my early years as a patient with MS. Slowly, my body showed a resemblance to what it once was. Gradually, my flares settled, and my abilities evened out over time. I could finally recognize myself again.Then, earlier this year, this gentle, intelligent doctor announced his retirement. The stability I'd gained through my relationship with him crumpled beneath me.I suddenly felt lost again, like I had during my undiagnosed years. He had given me all that I hoped for. This man had enabled me to have a second chance at life, and now I had to learn to walk this path without him. I wasn't sure how to.Six months have passed since my doctor's retirement. I think of him every day. I recall his kind nature and his ability to think outside the box. I acknowledge my appreciation that the universe connected me to him and allowed him to guide me through the start of my MS journey. On the day of my last infusion in his office, I handed him a letter thanking him for saving my life. Without him, I'd surely still be undiagnosed, incapable of walking, and with no stamina to go on. Without him, my boys wouldn't have a mother. Not many people can say their lives exist because of one good human. I can. And I will never forget it.<a href="https://mobile.twitter.com/KarpLindsay">Lindsay J. Karp</a> is a freelance writer and mother residing in the suburbs of Philadelphia with her husband and two sons. As an advocate for patients with multiple sclerosis, Lindsay shares her stories of life with MS and her struggle to receive a diagnosis.

Doctors misdiagnosed me for 13 years. My neurologist finally found what I had and brought me back to life.

<ul class="summary-list"><li>'<keyword id="12521757" type="UNKNOWN" weightage="60" keywordseo="the-proud-family" source="Orion">The Proud Family</keyword>: Louder and Prouder' star Kyla Pratt said she thinks the new theme song is "dope."</li><li>Pratt, who plays lead character Penny Proud, told Insider that she's glad they upgraded the song.</li></ul>Kyla Pratt told Insider that the creators of <a href="https://www.insider.com/the-proud-family-louder-and-prouder-cast-who-stars-2021-9">"The Proud Family: Louder and Prouder"</a> made the right decision to update the theme song for the reboot series."The original is always going to be classic but let's switch it up a little bit," Pratt, who's the voice actor for the lead character, a 14-year-old Black girl named Penny Proud, said.The new <keyword id="46161" type="UNKNOWN" weightage="60" keywordseo="disney" source="Orion">Disney</keyword>+ series is a reboot of Disney Channel's popular animated series, "The Proud Family," and stars many of the original cast and crew, including Pratt. While much of the new series is the same as the original, the theme song has been changed, now being sung by 29-year-old R&amp;B singer Joyce Wrice. The new theme song has received mixed reactions from fans on social media, but Pratt told Insider ahead of the series premiere that she thinks the new sound is "dope.""The original is a classic [on] its own but I'm glad that they updated the show so much for now," Pratt said. "We want to make sure that this generation of kids growing up are able to connect with the show much as our generations did. And I think sometimes a little upgrade is important."Since the revival series premiered last month, some fans have taken to Twitter complaining that the show doesn't have the original theme song sung by Solange and Destiny's Child.Social media influencer K'Hood tweeted: "That new Proud family theme song taste like some watered down sprite. Bring the fizz back NEOW."Other fans have admired the changes to the classic theme.The creators of "The Proud Family" and its reboot, Bruce W. Smith ("Space Jam," "The Princess and the Frog") and Ralph Farquhar ("Moesha," "Married...with Children"), previously <a href="https://www.insider.com/the-proud-family-creators-death-threats-reboot-theme-song-2022-2">told Insider that they received near "death threats," warning them not to change the theme song</a>."We certainly acknowledged the fact that we had a legion of fans of the original show, but we certainly wanted to give it an upgrade," Farquhar said.His brother Kurt Farquhar, who composed both the original theme song and the new one, told Insider that the new vocalist, Wrice, was the perfect successor to Solange and Destiny's Child."There's no greater new talent than Joyce Wrice to take the reins of this from Beyonce and Destiny's Child and Solange," he said. New episodes of "<a href="https://www.insider.com/reviews/out?platform=browser&amp;postSource=in%7C6215095e884de64609431eb1&amp;sc=false&amp;type=LINK-WITH-REVIEW-SLASH-OUT&amp;u=https%3A%2F%2Fwww.disneyplus.com%2Fseries%2Fthe-proud-family-louder-and-prouder%2F3e1FFRyoPEOs&amp;sessionid=1646990637057ojynsr1v" rel="nofollow sponsored noindex nofollow sponsored">The Proud Family: Louder and Prouder</a>" are out on Wednesdays on Disney+.Check out our review of the <a href="https://www.businessinsider.com/guides/tech/disney-plus" target="_blank" rel="noopener">Disney+ streaming service</a> and sign up below to watch "The Proud Family: Louder and Prouder."<a target="_merchant" href="https://www.disneyplus.com/"></a><a target="_merchant" href="https://www.disneyplus.com/">Disney Plus Monthly Subscription Service</a><a target="_merchant" href="https://www.disneyplus.com/">$7.99 FROM DISNEY+</a>

'The Proud Family: Louder and Prouder' star Kyla Pratt says she's 'glad' they updated the theme song

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When you buy through our links, we may earn money from our affiliate partners. <a href="https://www.insider-inc.com/commerce-on-insider-inc/">Learn more.</a><a href="https://www.amazon.com/gp/product/B07ZHNQT2B/ref=as_li_tl?ie=UTF8&amp;tag=biipf_051820_koe-kombucha-review-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B07ZHNQT2B&amp;linkId=fd5700fa334138dab08e7b6e3c15770d334138dab08e7b6e3c15770d" target="_blank" rel="nofollow noopener sponsored nofollow sponsored"></a><ul class="summary-list"><li>Kombucha is a tasty beverage touted for its potential health benefits, and it has gained a lot of popularity in recent years.</li><li>Most kombucha needs to be refrigerated since it contains live microorganisms, but I found a delicious brand that is shelf-stable at room temperature. </li><li><a href="https://www.amazon.com/gp/product/B07ZHNQT2B/ref=as_li_tl?ie=UTF8&amp;tag=biipf_051820_koe-kombucha-review-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B07ZHNQT2B&amp;linkId=fd5700fa334138dab08e7b6e3c15770d334138dab08e7b6e3c15770d" target="_blank" rel="nofollow noopener sponsored nofollow sponsored nofollow sponsored">KÖE Organic Kombucha</a> comes in five different flavors and has a light and crisp taste. </li><li>Each can contains 15 mg of caffeine for a little boost. </li></ul>I don't drink kombucha every day, but I do enjoy some occasionally. Aside from the fact that the fermented, lightly-carbonated tea may have some health benefits, it's also a nice treat since I normally stick to water and coffee. I'll often pick up one or two bottles of kombucha while I'm grocery shopping, so I've tried quite a few different brands.Recently, I tried to buy some online, but the options were limited because most kombucha needs to be refrigerated. That's how I stumbled upon <a href="https://www.amazon.com/gp/product/B07ZHNQT2B/ref=as_li_tl?ie=UTF8&amp;tag=biipf_051820_koe-kombucha-review-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B07ZHNQT2B&amp;linkId=fd5700fa334138dab08e7b6e3c15770d334138dab08e7b6e3c15770d" target="_blank" rel="nofollow noopener sponsored nofollow sponsored nofollow sponsored">KÖE's organic shelf-stable kombucha</a>, and I'm so glad I did. I'm hooked, and with its light and crisp taste, this is definitely going to be my new summer drink.<a href="https://www.amazon.com/gp/product/B07ZHNQT2B/ref=as_li_tl?ie=UTF8&amp;tag=biipf_051820_koe-kombucha-review-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B07ZHNQT2B&amp;linkId=fd5700fa334138dab08e7b6e3c15770d334138dab08e7b6e3c15770d" target="_blank" rel="nofollow noopener sponsored nofollow sponsored nofollow sponsored">KÖE kombucha</a> (KÖE rhymes with "know") comes in a BPA-free recyclable can and is available in five flavors: Raspberry Dragonfruit, Strawberry Lemonade, Mango, Blueberry Ginger, and Lemon Lime. My first order was a variety pack containing everything except Blueberry Ginger. My favorites were Strawberry Lemonade and Lemon Lime, so now I just order those flavors.<h2>What's in it</h2><a href="https://www.amazon.com/gp/product/B07ZHNQT2B/ref=as_li_tl?ie=UTF8&amp;tag=biipf_051820_koe-kombucha-review-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B07ZHNQT2B&amp;linkId=fd5700fa334138dab08e7b6e3c15770d334138dab08e7b6e3c15770d" target="_blank" rel="nofollow noopener sponsored nofollow sponsored nofollow sponsored nofollow sponsored"><div type="image" title="KOE Lifestyle 1" height="900" width="1200" msid="76100458" hostid="261"></div></a>Each flavor is made with real fruit juice and sweetened with sugar, organic stevia, and organic cane sugar — I found it to be on the sweeter side for kombucha. Each can also contains 15 mg of caffeine, which is less than a typical can of soda. The formula is USDA organic, non-GMO project verified, vegan, gluten-free, kosher, and non-alcohol verified. <a href="https://www.amazon.com/gp/product/B07ZHNQT2B/ref=as_li_tl?ie=UTF8&amp;tag=biipf_051820_koe-kombucha-review-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B07ZHNQT2B&amp;linkId=fd5700fa334138dab08e7b6e3c15770d334138dab08e7b6e3c15770d" target="_blank" rel="nofollow noopener sponsored nofollow sponsored nofollow sponsored">KÖE</a> ferments their kombucha for over four months.Even though it doesn't need to be refrigerated, it still contains billions of microorganisms and the S.C.O.B.Y. you'd expect in any kombucha. S.C.O.B.Y stands for "symbiotic culture of bacteria and yeast," and it's an integral part of the drink's fermentation; if you've bought a bottle of kombucha with a small gelatinous mass floating inside, you're already familiar with it. KÖE filters out pieces of S.C.O.B.Y. before canning, so you won't notice any big chunks when you drink it.According to KÖE, the formula is fortified when it's canned, which allows those microorganisms mentioned earlier to survive the pasteurization process needed to make the beverage shelf-stable; the company worked for years to perfect its methods.Each 12-ounce can has 35 calories. The ingredient list is a little longer than some other kombucha brands, and it also contains eight grams of added sugar, so be aware that you're not drinking a health elixir. I like to think of it as a refreshing drink that might also have some small nutritional benefits.According to <a href="https://pubmed.ncbi.nlm.nih.gov/30678814/?from_single_result=10.1016%2Fbs.afnr.2018.09.001&amp;expanded_search_query=10.1016%2Fbs.afnr.2018.09.001.001" target="_blank" rel="noopener">a scientific study</a> published by the University of Arkansas's Department of <keyword id="6181" type="COMPANY" weightage="60" keywordseo="Food">Food</keyword> Science in 2018, kombucha may have anti-inflammatory and antimicrobial properties thanks to its high levels of antioxidants. But, contrary to popular belief, the beverage hasn't been clinically proven to aid digestion. As a workaround, KÖE — like many other kombucha brands — spikes their tea with probiotics (in this case, the commercial probiotic preparation LactoSpore). <h2>What it tastes like</h2><a href="https://www.amazon.com/gp/product/B07ZHNQT2B/ref=as_li_tl?ie=UTF8&amp;tag=biipf_051820_koe-kombucha-review-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B07ZHNQT2B&amp;linkId=fd5700fa334138dab08e7b6e3c15770d334138dab08e7b6e3c15770d" target="_blank" rel="nofollow noopener sponsored nofollow sponsored nofollow sponsored nofollow sponsored"><div type="image" title="KOE Lifestyle 2" height="900" width="1200" msid="76100460" hostid="261"></div></a>After trying many different kombuchas over the years, I've realized that the taste can vary widely from brand to brand. Some kombucha I've tried has been too sour, which I find off-putting. On the other end of the flavor spectrum, certain brands taste more like sparkling water than anything else.KÖE organic kombucha is very light and refreshing — the perfect drink for a hot day. It reminds me of a crisp soda with just the right amount of fizz. Honestly, if somebody handed it to me in a glass, I don't think I would even know it was kombucha.<h2>The bottom line<a href="https://www.amazon.com/gp/product/B07ZHNQT2B/ref=as_li_tl?ie=UTF8&amp;tag=biipf_051820_koe-kombucha-review-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B07ZHNQT2B&amp;linkId=fd5700fa334138dab08e7b6e3c15770d334138dab08e7b6e3c15770d" target="_blank" rel="nofollow noopener sponsored nofollow sponsored nofollow sponsored"><div type="image" title="KOE Lifestyle 3" height="900" width="1200" msid="76100462" hostid="261"></div></a></h2>I bought a four-can variety pack of KÖE kombucha on a whim just to try it out, and now I can't stop ordering it. The fact that it doesn't need to be refrigerated is incredibly convenient, although my favorite way to drink it is nice and cold, poured over ice.If you like your kombucha to be light and refreshing as opposed to intense and vinegary, or if you want to try it out for the first time but are hesitant, I highly recommend <a href="https://www.amazon.com/gp/product/B07ZHNQT2B/ref=as_li_tl?ie=UTF8&amp;tag=biipf_051820_koe-kombucha-review-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B07ZHNQT2B&amp;linkId=fd5700fa334138dab08e7b6e3c15770d334138dab08e7b6e3c15770d" target="_blank" rel="nofollow noopener sponsored nofollow sponsored nofollow sponsored nofollow sponsored">KÖE</a>.Read the original article on <a href="https://www.businessinsider.com/koe-kombucha-review">Business Insider</a>

KÖE's no-refrigeration-needed kombucha is the perfect light summer drink — and you can order it online

<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>A decade ago, <a href="https://www.businessinsider.com/category/tesla">Tesla</a> was selling one car, the original Roadster, and barely staying in business.</li><li><a href="https://www.businessinsider.com/category/porsche">Porsche</a> has been around for over 80 years and is a motoring legend.</li><li>But in just 10 years, Tesla's cars are routinely compared with Porsche's first all-electric effort, the Taycan.</li><li>That's absolutely stunning.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul>Porsche <a href="https://www.businessinsider.com/porsche-reveals-taycan-turbo-and-taycan-turbo-s-production-model-2019-9">officially launched its first all-electric vehicle, the Taycan</a>. The car has been much-anticipated, and invariably has also been compared with Tesla's offerings. You've seen the headlines: "Tesla Killer" and so on.The German automaker put together some early media drives in Norway, and so far the reviewers have been impressed if not staggered by the devout Porsche-ness of the Taycan.But they've also done what they've had to do, which is bring up Tesla as the Taycan's precursor and chief competitor.In The Wall Street Journal, the <a href="https://www.wsj.com/articles/can-porsche-beat-tesla-with-its-new-taycan-ev-11569431047">redoubtable Dan Neil enthused over the Taycan Turbo</a> (there's also a faster and more expensive Turbo S, and no, the Taycan doesn't have turbocharged electric motors - that's just how Porsche ranks its vehicles within the brand's nomenclature). But Neil had to bring up the supercar-fast Tesla Model S P100D and label it the EV champ that the Taycan is taking on.Read more: <a href="https://www.businessinsider.com/tesla-model-s-vs-porsche-taycan-who-wins-no-contest-2019-9">In the battle of the Tesla Model S and the Porsche Taycan, it's really no contest</a>Maybe this seems perfectly natural, if all you know of the automotive realm is Tesla and Toyota. Cars are cars. A-to-B machines. Most run on gas. Tesla's run on electrons. You're aware of this at least.<h2>The King of Petrolandia</h2><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div>But in the land of petrol, Porsche is a king - and arguably the finest car maker on the planet. The 911 sports car has been in production since the 1960s and is considered by many if not most to be the best go-fast ride that money can buy. Meanwhile, Porsche basically invented the luxury sport SUV market in the early 2000s with the stunningly good Cayenne. The Panamera sedan has its detractors, but there's no debating the cumulative impact of the Porsche portfolio: the profit margins are the envy of the industry.Sports cars are irrational; just ask anybody who has ever owned a Ferrari. But Porsche captures hearts and minds. It might lack the overtly flamboyant fizz of a Lamborghini, but a Porsche is probably the car you'd choose if you had to drive for your life.Enter Tesla, which has existed for about 15 years (Porsche has been around for 88). When Elon Musk's company started out, it was selling a single car, and not very many of them: the original Roadster, with volumes in three-digit territory. It was an undeniably cool car, but it was a curiosity. Matters got more serious in 2012, when the clean-sheet-design Model S sedan arrived. But still, Tesla has been seriously manufacturing its own vehicles for about ten years. If you round up.For comparison, cars such as the Ford Mustang (born in 1965) and the Chevy Corvette (born in 1953) have established Porsche-beating credibility in just their most recent iterations, when Ford and Chevy decided that they should be capable of challenging Europe's best.See also: <a href="https://www.businessinsider.com/ignition-transportation">Apply here to attend IGNITION: Transportation, an event focused on the future of transportation, in San Francisco on October 22</a>.<h2>The car business isn't hard - it's impossible</h2><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div>Ask anybody in the car business if the business is hard and they'll look at you as if you had a second head. It isn't hard. It's impossible. The destiny of aspiring car makers, almost uniformly, is to fail. See Tucker. See Fisker. Even relative legends struggle: Aston Martin has gone bankrupt seven times. Tesla hasn't just not gone bankrupt (despite being close in 2008) - it's become Porsche's biggest rival for the future of driving, at least according to some.<a href="https://www.businessinsider.com/tesla-model-s-vs-porsche-taycan-who-wins-no-contest-2019-9">I actually don't think Tesla and Porsche are rivals in any meaningful sense</a>. But there's no avoiding the discourse. When the word "Taycan" is uttered these days, the world "Tesla" typically follows.Remarkable. Generally speaking, it's possible for niche players to steal mindshare from industry icons. Since 1992, Horacio Pagani has built his eponymous exotic nameplate into a brand that's talked about as a modern-day Ferrari or Lamborghini - and in the estimation of some pundits, builds more compelling cars. Likewise Sweden's Koenigsegg, founded in 1994.But those guys make bonkers supercars that sell in minuscule quantities and cost lots and lots of money. Tesla, meanwhile, isn't simply aiming to top vehicles such as the $100,000-plus Taycan with the $100,000-plus Model S trims; it also wants to take on Porsche's parent, the VW Group, in the mass-market.In that, success has been mixed. The relatively new Model 3 endured a fraught debut, but it did help the company to sell nearly 250,000 vehicles in 2018, a record. Tesla now dominates the EV market worldwide (don't get too excited - the worldwide EV market is tiny). Managing the situation is Tesla main concern. And that makes the reflexive Porsche comparos all the more remarkable. Because Porsche cares not one bit about the mass market. You settle for a Corolla. But you dream of a 911.Or perhaps a Taycan. That's Tesla. In 2009, a one-car company. In 2019, a worthy opponent for Porsche. Tesla has indeed come a long way, baby. And probably more than that.Get the latest Tesla stock price<a href="http://markets.businessinsider.com/stock/TSLA-Quote"> here.</a>

In 10 years, Tesla has gone from a one-car company to being compared with Porsche - here's why that's incredible

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><a href="https://twitter.com/Benioff/status/718261451677372416?ref_src=twsrctfw">Twitter/Marc Benioff</a>Salesforce CEO Marc Benioff tries Microsoft Hololens with Microsoft CEO Satya Nadella</div></div></div>It's been more than a year since Microsoft was first reported to be interested in buying Salesforce. The <a href="http://www.cnbc.com/2015/05/22/microsoft-salesforce-talks-fizzled-over-price-sources.html">deal only fell through</a> after Salesforce CEO Marc Benioff reportedly asked for $20 billion more than Microsoft's $50 billion offer.Despite reports of a dead deal, Wall Street's rumor mill never quite let go of the possibility of a mega merger between the two giant software makers, even <a href="http://www.businessinsider.com/wall-street-still-thinks-microsoft-could-buy-50-billion-salesforce-2015-11">until late last year.</a>It also didn't help that Benioff <a href="http://www.businessinsider.com/salesforce-ceo-marc-benioff-responds-to-questions-about-a-microsoft-takeover-bid-2016-5">gave a somewhat odd answer</a> to CNBC Jim Cramer's question about a potential deal last month, when he failed to outright deny the notion of selling.But Microsoft's $26 billion deal for LinkedIn on Monday should finally put a nail in the coffin for any Microsoft-Salesforce acquisition rumors, at least for now. The sheer cost of the deal, which is the largest in Microsoft's history, is one thing. But the work process involved in combining the two organizations should make it almost impossible for the Redmond company to even consider another mega deal with a company of the size of Salesforce anytime soon."Microsoft is going to have its hands full with the LinkedIn acquisition for the time being. I think it lowers any probability of a Salesforce acquisition for the time being," Wedbush Securities analyst Steve Koenig told Business Insider.Salesforce now seems more focused on achieving growth through its own set of acquisitions. Earlier this month, it announced the biggest deal in history, acquiring Demandware for $2.8 billion. It's also picked up its pace of acquisitions over the past 6 months, already outpacing the number of companies it bought over the two previous years.<h2>Friends but enemies</h2>Despite the bromance between Salesforce and Microsoft that developed over the past year, it's hard not to notice the tension that seems to be building up between the two companies lately.In fact, Microsoft CEO Satya Nadella's comments following the LinkedIn deal suggest that he wants to go after the <keyword id="6356323" type="UNKNOWN" weightage="100" keywordseo="Enterprise">enterprise</keyword> sales and marketing software space that Salesforce has been dominating in recent years."This is really all about expanding the opportunity we have, going beyond productivity and collaboration tools to having a professional network," Nadella <a href="http://www.businessinsider.com/satya-nadella-and-jeff-weiner-interview-on-why-microsoft-bought-linkedin-2016-6">told Business Insider's Matt Rosoff</a>, adding it helps target "sales professionals, talent people, and recruiting folks, as well as marketeers who are looking for B2B marketing targeting."On top of that, there has been reports of <a href="http://www.businessinsider.com/microsoft-biggest-salesforce-threat-2015-8">competition between Salesforce and Microsoft intensifyin</a>g after talks of a deal fizzed out, with Microsoft <a href="http://www.businessinsider.com/microsoft-not-cooperative-with-salesforce-2015-9">not being too cooperative</a> when it comes to integrating the two products.Plus, Benioff's narrative has noticeably shifted away from Microsoft in recent quarters. Last year, Benioff touted his newly found friendship with Microsoft in almost every public event, culminating in Nadella's keynote speech at Dreamforce, the first by a Microsoft CEO.But in the most recent earnings call, Benioff was all over Amazon and its CEO Jeff Bezos instead, failing to make a single mention of Microsoft at all. The fact that Salesforce <a href="http://www.businessinsider.com/salesforce-to-tighten-its-partnership-with-amazon-web-services-2016-5">announced a big partnership deal</a> with Amazon Web Services over Microsoft Azure also doesn't play too well in their partnership, either.In any case, it's safe to bet that M&amp;A in the software space will continue to heat up. This year is already shaping up to the best most active M&amp;A market in years, and many Wall Street analysts expect the M&amp;A frenzy to <a href="http://www.businessinsider.com/salesforces-28-billion-demandware-deal-could-spark-acquisition-frenzy-2016-6">only intensify for the rest of the year.</a> <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/us-navy-tests-railgun-firepower-military-defense-2016-5">The US Navy is putting the finishing touches on a 32-foot barrel gun with 4,500 mph firepower?</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="A0amV1MzE69H5tuaqwMw-w2m7Wnn2Jey" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

It's time to finally put an end to any talks of a Microsoft-Salesforce merger deal

Despite the fact that Indian economy has grown at less than 5% in the last two years, the Indian <keyword id="91044" type="UNKNOWN" weightage="100" keywordseo="Luxury-car">luxury car</keyword> makers seem buoyant about it. With increasing disposable incomes in the upper middle class, there seems a plethora of opportunities of growth for this sector. 
 
The Indian luxury car market had sales of more than 32,000 units in the calendar year 2013 and is expected to cross the 50,000 mark in 2014. Not just this, the industry is touted to see the launch of at least 25-30 new models, unheard of for the Indian market just five years ago. 
 
So, what’s the secret behind people lapping up luxury cars despite not such good times for the industry? One of the major factors has been the rise of the entry-level luxury car market. And this is where the new entrant from the Audi stable, the A3 sedan, aims to add yet another chapter. Expected to be priced at approximately Rs 26-28 lakh (ex-showroom), A3 is all set to add some extra fizz to the Indian luxury car market. 
 
Expanding the entry segment: creating sub segment The <keyword id="962780" type="UNKNOWN" weightage="100" keywordseo="Audi-A3">Audi A3</keyword> is going to be a part of the fastest growing category within the luxury car market, the entry-level segment, which has grown fast because of rising number of managers, in the age group of 30-40, reaching mid-level management positions in MNCs along with numerous successful tech and consultancy start-ups in the last few years. Most of these young managers and entrepreneurs hail from top Indian B-schools as well as Indians returning after completing degrees from top colleges in US and UK. They have high aspirations and love to make a statement about their success and what best way to do that than owning a luxury car. The affordability of the models in this segment makes it easy for these people to flaunt the luxury at a young age. 
 The launch of Audi A3 in August 2014 is going to further push the growth of this segment even more. Audi A3 is unique in many ways when it comes to the entry level luxury car market. First of all, it is a sedan while most of the entry level models launched by other car makers are hatchbacks. Like the <keyword id="6381274" type="PERSON" weightage="80" keywordseo="Mercedes-Benz">Mercedes Benz</keyword> A and B class or the BMW’s 1 Series, the entry level luxury market is replete with hatchbacks. And they are all priced in the Rs 20-30 lakh range. This is where the A3 aims to be the first mover in creating a sub segment within the entry-level bracket. And this is the entry-level luxury sedan. 
 
Upping the ante with features of high-end models 
While most of car makers are going for trading down wherein they are offering stripped down versions of the high-end luxury models at attractive prices. Audi A3 may up the ante here with offering many of the high end features. The aim is simple. Adapt some of the features of the higher end A4 or the A6 model into the A3. You have the large hexagonal grille, sharp bonnet lies and the bi-xenon headlamps are similar to both the A4 and the A6 while the windshield looks a smaller version of the A6 and the dashboard akin to the Audi TT. Apart from this, you get the expected seven speed S-tronic dual clutch transmission, seven multimedia screens, and all this included in both the petrol and diesel versions at Rs 26-28 lakh. 
 
The only other model to directly clash with the A3 this year is the Mercedes CLA sedan. Both are expected to garner equal market shares and sell about 2500 units this year. However there is one thing that works for the A3 which is its global blockbuster appeal. It has won numerous awards beating many other models in its category. Thus, it has developed its global appeal for first-time buyers in many emerging markets and that’s where the thousands of first time buyers in the mid-level management category in the age group of 30-40 in India comes into play. 
 
Primed to take on the competition 
Compared to competition, while Audi has been the late mover in the entry segment, its sleek and streamlined adaptation of some of higher end luxury sedans to give the taste of the super premium car to the emerging rich is being touted to be its USP. Another factor in favour of the car is its fast-paced production in its Aurangabad plant, whereby it is being built on the hatchback platform only. Thus, it is easy to bring the car to its customers without any waiting time, even if the demand suddenly surges. 
 
In essence, as the economy improves and mid-level managers’ pay packets go north again, this segment could see a boom that will match what China, the largest luxury car market among developing countries, has seen since the mid 90s. Audi seems to be readying itself to cash on that tide by expanding its portfolio.

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