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<ul><li>For most brands functioning in the current situation, ensuring minimal impact on their supply chain is perhaps one of the biggest challenge today.</li><li><keyword id="97696" type="PERSON" weightage="20" keywordseo="Mineral-Water">Mineral water</keyword> brand <keyword id="115415" type="COMPANY" weightage="20" keywordseo="Bisleri">Bisleri</keyword> is taking various steps to ensure it is able to take its products to its consumers by increasing its online presence and strengthening its D2C offering, Bisleri@Doorstep, <keyword id="7778097" type="UNKNOWN" weightage="20" keywordseo="Angelo-George">Angelo George</keyword>, CEO, Bisleri India tells us. </li></ul>The country has been in the grips of the second wave of Covid-19 and the last few weeks have been difficult for most of us. It has also been challenging for retail brands to reach out to their consumers while most shops and malls are shut. However, in the last one year, we have seen many brands strengthen their supply chain capabilities and are now doing their best to deliver their products to consumers directly at home. Bottled water brand Bisleri, which launched its direct-to-consumer website last year during the first lockdown has been seeing a steady increase in the number of people ordering mineral water, and even other products from its portfolio from its website, which is a huge behavior shift for the mineral water segment which has usually been a product people normally pick up from shops. Identifying the potential that D2C can have in the future, Bisleri has been strengthening its offering. Its website has also become a great way of consumers discovering other products from its portfolio that includes drinks like <keyword id="3249168" type="LOCATION" weightage="20" keywordseo="Fonzo">Fonzo</keyword>, <keyword id="3248959" type="PERSON" weightage="20" keywordseo="Spyci">Spyci</keyword> and <keyword id="3248958" type="PERSON" weightage="20" keywordseo="Limonata">Limonata</keyword> and its hand sanitizer sprays. “Since last year, there has been a shift towards people buying even essentials online. As a result, we had launched Bisleri@Doorstep last year during the lockdown. In the last one year, and also during these last few weeks when Covid numbers have been going up, we have seen an increase in demand on our website. Our portal provides consumers an access to the whole range of Bisleri products which we deliver to their doorsteps. We currently operate in 20 cities, a number we are aiming to increase to 40 within the next few months,” shared Angelo George, CEO, Bisleri India. The brand has also been partnering with a lot of delivery partners to increase accessibility. “Since the Covid numbers have been going up in April, we saw almost a doubling of demand on our website,” he added. Making sure its supply chain doesn’t get impacted, which is one of the biggest challenges in this new world order, Bisleri is also working on taking its manufacturing facilities closer to the markets. “One of the bigger challenges today is ensuring minimal disruption to supply chain. We have a very well-dispersed manufacturing footprint which is a huge advantage in these times. Even though our products are essential services, there are impediments at times for the movement of staff and distribution vehicles which leads to a lot of liaisoning with the local regulatory bodies and law enforcement teams to ensure that our operations are not hampered,” he said. There has been an obvious increase in at-home consumption of their water. Their bottles are now available in a range of sizes, from 5 litres to 20 litres, which George thinks works in the brand’s favor. “We are also reaching out to different channels like chemists, milk and even vegetable vendors in a big way because these are the shops that are allowed to remain open and sustain operations through the day in many cities,” he explained. Owing to the increase in demand online, there was a challenge of amping up the customer care team at the backend too. “Right now, the call volumes and distress complaints have been going up, so we have beefed up our customer care team significantly. And we are training them while the process is going on, in terms of inducting them into the system,” he added. The brand had also recently come up with a campaign ‘Samajhdar Bisleri Peete Hain’ where the brand tried to tell consumers to be on the lookout for Bisleri lookalikes. Apart from this campaign, there were also some plans for the use of OOH which will now be on hold. On whether the current situation will impact their annual marketing plan, George said, “There are certain elements in the larger marketing plan that will need to be put on hold but everything else, which includes connecting with consumers, either through mass media or digital, will continue.” On what his areas of focus would be for the next few months, he said, “One is about ensuring that we augment our capacities in all key locations. We will also focus on introducing more products in health and hygiene categories,” said George. Considering many of its employees are working on-ground, the organization is making provisions to make sure they are safe. "Apart from the regular medical insurance, we have provided an additional Covid insurance for our employees and contract workers. In some cases, we have even housed our staff closer to the plants to reduce exposure. Processes are in place to ensure safety of our delivery staff because they are travelling and meeting consumers. We have given protective gears to all our staff, who frankly are Covid warriors and are also sanitizing vehicles after every trip,” he said.

Bisleri is amping up its D2C offering Bisleri@Doorstep, aims to expand its presence from the current 20 to 40 cities within the next few months

Elon Musk can be cagey about his <a target="_blank" href="https://www.businessinsider.com/elon-musk-drug-use-cringeworthy-spacex-meeting-wsj-2024-1">purported drug use</a>. After bombshell reports about internal concerns over the Tesla-SpaceX-Twitter-Neuralink executive using LSD, cocaine, ecstasy, and ketamine, Musk's line has typically been that <a target="_blank" href="https://www.businessinsider.com/elon-musk-tesla-ceo-denies-drug-use-allegations-2024-1">it's not happening</a>. More recently, he's shifted: OK, fine, it is happening, but it's just ketamine for depression, and actually <a target="_blank" href="https://www.businessinsider.com/elon-musk-don-lemon-small-amount-ketamine-every-other-week-2024-3">it's good for shareholders</a>. If his companies are doing well, Musk argued recently, and he's taking drugs while running those companies, then he should stick with the drugs, for capitalism's sake. One might pause at the logic, but Musk is hardly the only person making that calculation — plenty of people have come around to the idea that drugs are a decent work tool.Professionals are increasingly using substances like LSD, psilocybin, and ketamine as mechanisms to improve their performance. <a target="_blank" href="https://www.businessinsider.com/microdosing-psilocybin-mushrooms-for-creativity-startups-2024-3">Startup hustlers</a> and working women say they're turning to "magic" mushrooms to be more productive and creative, to take the edge off, or maybe just to get a bit of a hangover-free after-hours buzz. Some executives are attending <a target="_blank" href="https://www.businessinsider.com/photos-see-inside-luxury-psilocybin-magic-mushroom-retreat-2022-9">luxury psychedelic retreats</a>, where they spend a few days tripping in a forest, trying to expand and unlock their minds in ways that they hope will expand and unlock business opportunities, à la <a target="_blank" href="https://www.businessinsider.com/steve-jobs-lsd-daniel-kottke-cnn-2015-1">Steve Jobs</a>. The psychedelics market is a lucrative one and <a target="_blank" href="https://jamanetwork.com/journals/jamapsychiatry/article-abstract/2787968#:~:text=The%20market%20for%20psychedelic%20substances,the%20legal%20US%20cannabis%20market.&amp;text=In%20the%20Table%2C%20we%20summarize,offerings%20in%202020%20or%202021.">expected to reach $11 billion</a> by 2027.Drugs used to be viewed as dangerous, a hindrance to life success, or, you know, just something you did for fun. Now they're increasingly seen as a useful tool for work. Instead of trying to get high, people are using them to try to get ahead."It's not uncommon for the public view on things to flip-flop, going from negative to, 'Oh, wow, these things are great,' and viewing them as potentially good for everything," Greg Fonzo, a codirector of the Center for Psychedelic Research &amp; Therapy at the University of Texas at Austin's Dell Medical School, told me. "The truth lies somewhere in between, right? No drug is for everything, and most drugs are not purely negative."<a target="_blank" href="https://www.businessinsider.com/what-is-microdosing-2019-1">Microdosing</a> — which means taking, say, one-tenth of a normal dose of a drug — is a trend popular among moms on the playground and workers in the office. Anecdotally, people say it helps with creativity, focus, productivity, and just feeling better on the job. Scientifically, the story gets more complicated.The jury is still out on whether and how microdosing works, said Matthew Johnson, a senior researcher for the Center of Excellence for Psilocybin Research and Treatment at Sheppard Pratt. There hasn't been a ton of research, and while people say in surveys that microdosing helps improve cognitive function and reduce anxiety, some <a target="_blank" href="https://www.imperial.ac.uk/news/216134/citizen-scientists-show-placebo-effect-explain/">placebo-controlled</a> <a target="_blank" href="https://journals.sagepub.com/doi/full/10.1177/02698811211050556">trials</a> suggest that, in actuality, it may not do much."The science of microdosing is: So far, we don't really know what's going on, whether it's all placebo effect," Johnson said. In theory, microdosing is subperceptual. It's not like sipping a glass of wine to relax or having a cup of coffee to wake yourself up, both of which hit pretty immediately. The idea is instead to take tiny doses over time you don't notice, which hopefully benefit you in the long run.If people are indeed feeling something off what they ingest, it's possible they're not technically microdosing — they're just getting a little bit high on the job. A <a target="_blank" href="https://www.reddit.com/r/bartenders/comments/13wy1ke/should_i_microdose_before_work/">glance at Reddit</a> would indicate that unintentional at-work "oops" highs happen, which is because measuring these drugs precisely is hard."You could get a mushroom that has a little bit more or a little bit less psilocybin, and then you would end up having a perceptual experience, which, depending on the activity of the day, might be more than you bargained for," said Katrina Michelle, a clinical therapist in New York and the former director of harm reduction for the Multidisciplinary Association for Psychedelic Studies.Of course, not everyone is looking for a micro experience to improve work performance. Some people are experimenting with psychedelics on the macrodose level. Some corporate elites are seeking out psychedelic retreats to improve their leadership skills, shift their perceptions, and, in some cases, even bond with their teams.Rob Grover and Gary Logan, the founders of the Journeymen Collective, which offers luxury guided magic-mushroom retreats in Vancouver, British Columbia, told me their company worked with a multitude of executives, entrepreneurs, and visionaries to help them elevate their businesses to "conscious businesses," which they recognize sounds fluffy."When leaders become conscious leaders so that they're aware of what's going on around them, they have greater precision of thought, greater clarity, greater creativity that they can lead in a different way and they can lead in a more effective and efficient way," Grover said. "So that's where we come in and help people with a massive reset of their consciousness so that they can impact their company, their boards, their vision of what they're here to do in a deeply impactful way."They work with people for a minimum of four months — one month of preparation leading up to two days of "ceremonies," followed by three months of "integration" post-retreat. Their experiences, which start at $15,000 a person for a group session, have seen a huge boom over the past couple of years: Bookings increased 183% from 2022 to 2023.The deal sounds pretty great: Go to the mountains, have your experience, and kill it at work. But that's not a guaranteed outcome. Someone might trip and discover that they love their job again, but they could also decide they actually hate the corporate world and are over it."These medicines are not something we can necessarily have superconsistent expectations about," Michelle said. "It's really hard to ever say with any psychedelic medicine that this is going to have this one effect when it comes to your psycho-emotional health."Some executives appear to have such strong convictions about the power of psychedelic retreats that they're <a target="_blank" href="https://fortune.com/well/article/psychedelic-leadership-retreat-magic-mushrooms-mdma-ayahuasca/">bringing their colleagues and business partners along</a>, hoping that it will bring them all closer together and push them forward. The issue of team retreats and drug use is a complicated one. Psychedelic experiences can be deeply intense and personal, not something everyone wants in a work environment. There are also questions of pressure and power dynamics in play. People around Musk, including some of his board directors, <a target="_blank" href="https://www.businessinsider.com/elon-musk-company-directors-drug-use-report-wsj-2024-2#:~:text=Elon%20Musk%20is%20said%20to,participate%20in%20or%20enable%20his">reportedly felt pressured</a> to take drugs with him to avoid upsetting him. My boss is lovely, but I don't really want to vomit in front of him at an ayahuasca retreat as I share my deepest, darkest secrets, nor do I want to feel like I have to in order to keep my job. Justin Townsend, the CEO and head facilitator of MycoMeditations, which offers psilocybin-assisted retreats in Jamaica, told me that many of his clients say his services, which can run from $6,500 to $23,000, help them to be better leaders and perform better professionally. He's working on launching retreats for business leaders, but it's a prospect that entails some special considerations. If a company calls and says it wants to send five executives down, it might get awkward and difficult if not handled correctly."We're all aware of corporate etiquette, and no matter how close and tight that team is, if you come to a psychedelic retreat, there's nowhere to hide," he said.I asked him for advice on what to do if such a situation landed at someone's feet. He said to look into the safety, efficacy, and legal status of the proposal, think about what your boss wants to achieve and whether there are alternative solutions, and consider your personal boundaries. If it's not for you, he said, "just say no."Some of these dynamics aren't novel. Social pressures at work have always existed — just look at <a target="_blank" href="https://www.businessinsider.com/pressure-socializing-with-coworkers-debate-viral-2023-9">happy hour</a>. So has the idea of performance enhancement, whether via coffee (legal), Adderall (legal, depending on how you get it), or cocaine (illegal). The type of psychedelic substances in vogue in the workplace also have a socioeconomic slant to them. <a target="_blank" href="https://www.businessinsider.com/legal-marijuana-states-2018-1">Marijuana has been decriminalized</a> in many more parts of the country than <a target="_blank" href="https://www.businessinsider.com/oregon-legal-magic-mushroom-psilocybin-cubensis-need-to-know-2022-4">psilocybin</a>, but you're still likelier to lose your employment over smoking a joint on the job than you are if you eat a square of a magic-mushroom chocolate bar. You can still be fired over psychedelics, though — in 2021, <a target="_blank" href="https://www.businessinsider.com/iterable-ceo-fired-justin-zhu-lsd-report-2021-4">a startup CEO was axed</a> after saying he'd microdosed LSD at work. Regardless, all three are still federally illegal. With hidden <a target="_blank" href="https://www.businessinsider.com/how-to-recognize-the-signs-of-fentanyl-overdose-could-kill-2022-12">fentanyl</a> sometimes in the mix, many drugs may be extra dangerous. There are also questions about the effects that long-term psychedelic use has on the heart."My main concern is that people understand the risk, any risk — bad-trip risk, psychiatric risk, or legal risk," Johnson said.Whatever the risks and benefits, given our optimization-obsessed corporate world, some elements of drugs as a work-enhancement tool appear to be here to stay. Not to mention that there's money to be made in the psychedelics industry, and plenty of boring or annoying jobs could stand to be made more tolerable by whatever means possible.A lot of executives and workers have a little bit of Elon Musk in them. Figuring a little microdose here, a little trip there, might not hurt performancewise. Townsend, who runs the Jamaica retreats, told me that if anything, he thought Musk might want to pay him a visit, given how much he seems to be working and his use of ketamine for depression."I'd say give me Elon for a week," he said, "and I'll give you a different man."<a target="_blank" href="https://www.businessinsider.com/author/emily-stewart">Emily Stewart</a> is a senior correspondent at Business Insider, writing about business and the economy.

So it's OK to do drugs at work now?

<ul class="summary-list"><li>My dad died suddendly in his sleep when he was 60 years old. </li><li>After his death, my brother and I took LSA and our bond was stronger than before. </li></ul>When Prince Harry attested to how psychedelics had enabled him to finally <a href="https://www.insider.com/prince-harry-psychedelics-princess-diana-death-2023-1">process the grief</a> and <a href="https://www.insider.com/psychedelic-dmt-trip-helped-with-depression-brought-sensation-back-2023-4">trauma</a> which had accumulated from the high-profile death of his mother, Princess Diana, and was left stored, pent up, The Daily Mail <a href="https://www.dailymail.co.uk/health/article-11614199/Prince-Harry-accused-wishful-thinking-claimed-psychedelic-drugs-ease-grief.html" target="_blank" rel="noopener">dismissed</a> his story as "flimsy."Perhaps my tale is similarly lacking in scientific data and is undoubtedly subject to serious observation bias. But the sensible use of consciousness-expanding drugs <a href="https://www.insider.com/psychotherapist-advocating-for-the-legalization-of-mdma-2021-11">has seemed to immensely help</a> my brother and me following the sudden death, in December, of our 60-year-old father, Nick Busby.They allowed our own emotions to flow more easily, thanks to a softening of the ego, which facilitated a greater connection between us that served as a vital first step on our grieving journeys.<h2>We took LSA</h2>Soon after Dad's death, we escaped from the home in which he died during his sleep to a rented cabin in the nearby southern England countryside. There, we consumed <a href="https://psychedelicspotlight.com/what-is-lsa/" target="_blank" rel="noopener">LSA</a>, a natural psychedelic derived from Hawaiian baby woodrose seeds. My brother Rory had the brainwave, and he supplied the drugs — purchased legally in Amsterdam a couple of months before. When he suggested we trip, it struck me as a rather good idea, certainly better than taking to the bottle. That is what sadly killed our father, after all.Within a few hours of ingesting the psychedelic capsules, we were embracing and telling each other how much we loved each other as the heart-opening powers of the hallucinogen took effect. Tears came to our eyes as we hugged one another tightly. Of course, we had shared tender words and touch prior to that Sunday night, but not on that level, not with any true emotional release. More fist pumps than extended bear hugs.We departed the next morning amidst the winter season's first snowfall as brothers in arms, the bonds underpinning our relationship ever stronger thanks to the profundity, and vulnerability, of the previous night. <h2>More psychedelics helped me let go of everything</h2>Several months later, I found myself at Tandava Retreats in Mexico to observe a retreat and work with <a href="https://www.insider.com/what-to-know-about-psychedelic-drug-dmt-mike-tyson-smoked-2019-6">5-MeO-DMT</a>, perhaps the most powerful of all psychedelics, certainly the most rapid-acting. By May, half a year since Dad passed on, he was no longer at the forefront of my mind. Still, when <a href="https://www.insider.com/christina-haack-flip-or-flop-smoking-toad-venom-cured-ego-2021-7">the toad venom</a>-derived medicine subsumed my body, I felt like I let go of everything possibly described as negative that I still held from his life, our relationship, and his death, and I wept deep sobs before what can only be described as a cosmic orgasm then reverberated through my body. This was preceded by a brief period of intense fear as the sheer intensity of the experience dawned upon me. To assess whether this psychedelic, the so-called God Molecule, can combat prolonged grief, researchers at the University of Texas' Dell Medical School <a href="https://www.texasstandard.org/stories/can-psychedelics-combat-prolonged-grief-dell-medical-school-launches-study-to-find-out/" target="_blank" rel="noopener">launched a study in late 2022</a> in which 20 widows of veterans will trip — some with psilocybin, others with 5-MeO — and 10 will not."We think psychedelics disrupt those depressive patterns and allow the brain to operate in new ways that weren't otherwise possible before," said <a href="https://www.keranews.org/health-wellness/2022-10-13/can-psychedelics-combat-prolonged-grief-dell-medical-school-launches-study-to-find-out" target="_blank" rel="noopener">Greg Fonzo</a>, co-director of the Center for Psychedelic Research and Therapy at Dell Medical School.Prince Harry echoed this sentiment in an <a href="https://www.dailymail.co.uk/femail/article-11613067/Prince-Harry-admits-using-psychedelic-drugs-deal-grief-mother-Princess-Dianas-death.html" target="_blank" rel="noopener">interview with "60 Minutes"</a> — "If you are suffering from a huge amount of loss, grief or trauma, these things have a way of working as a medicine," he said. I don't think I've ever been so defenseless as when I smoked 5-MeO — on both a physical and emotional level. And when those tears streamed down my cheeks, I somehow arrived at a blissful state of surrender that has remained with me since.

Taking psychedelics with my brother helped us get over our dad's sudden death

<ul class="summary-list"><li>The new trailer for <keyword id="369415" type="PERSON" weightage="60" keywordseo="Tom-Hardy">Tom Hardy</keyword>'s <keyword id="49441" type="PERSON" weightage="60" keywordseo="Al-Capone">Al Capone</keyword> biopic "<keyword id="2117602" type="PERSON" weightage="60" keywordseo="Capone">Capone</keyword>" has just dropped, and Hardy looks almost unrecognizable as the aged gangster.</li><li>Originally titled "Fonzo," the film follows a 47-year-old, dementia-stricken Capone after 11 years in prison, and shows him plagued by visions of his violent past.</li><li>"Fantastic Four" director <keyword id="923119" type="PERSON" weightage="60" keywordseo="Josh-Trank">Josh Trank</keyword>, who tweeted the trailer, writes and helms the film, while Matt Dillon and Jack Lowden costar.</li><li>"Tom Hardy. Capone. Coming MAY 12. (Different title. My cut.)," the director tweeted.</li><li>While the release date has been set, it's unclear what medium the film will be shown on amid the coronavirus crisis.</li><li><a href="https://www.insider.com/?hprecirc-bullet">Visit Insider's homepage for more stories</a>.</li></ul>Read more:<a href="https://www.insider.com/best-independent-movies-you-can-watch-netflix-2020-3">The 31 best independent movies you can watch on Netflix right now</a><a href="https://www.insider.com/jake-gyllenhaal-heath-ledger-refused-oscars-brokeback-mountain-gay-jokes-2020-4">Jake Gyllenhaal said Heath Ledger refused to present at the Oscars because the Academy wanted them to make gay jokes about 'Brokeback Mountain'</a><a href="https://www.insider.com/good-movie-recommendations-2017-7">24 movies you need to see that people think are absolutely perfect</a>Read the original article on <a href="https://www.insider.com/watch-tom-hardy-trailer-release-date-capone-biopic-fonzo-trank-2020-4">Insider</a>

Tom Hardy looks sickly and scarred in the new trailer for gangster biopic 'Capone'

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><ul class="summary-list"><li>Kobe Bryant called out one of the players on the girls youth basketball team he coaches for missing a game for a dance recital in an Instagram post.</li><li>Bryant later amended the post, saying that her absence meant "she enjoyed dance more than ball which is fine," and that "Now? She eats sleeps and breathes the game."</li><li>Some fans on social media called out Bryant for the post, but Kobe said he was just trying to explain why the girl wasn't in the picture.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet" target="_blank" rel="noopener">Visit Business Insider's homepage for more stories.</a></li></ul>Kobe Bryant is not a fan of participation trophies.On Tuesday, Bryant shared an image of the fourth-place trophy the youth girls basketball team he coaches won two years ago, writing in the caption that the players all wanted to "throw it away" after their disappointing finish. Bryant told them to keep the trophy as motivation.&#xa0;On Wednesday Bryant went a step further, sharing an image of the team after winning the trophy. In the original caption that accompanied the post, Bryant wrote "Here's our fourth place "winners" picture lol six of the kids in the picture stayed with me and worked every single day to get better and continue to work to this day. The 7th player (not in pic) missed this game for a dance recital so that should tell you where her focus was at this time."The original post was screen-grabbed by Sports Illustrated.Bryant would later amend the caption to be a bit less overtly critical of the player that chose to perform in her dance recital.&#xa0;"The 7th player (not in pic) missed this game for a dance recital so that should tell you where her focus was at this time, meaning she enjoyed dance more than ball which is fine," Bryant wrote in the new post. "Now? She eats sleeps and breathes the game."Still, some basketball fans caught Kobe's original caption and took issue with his decision to call out one of his players.Kobe responded by saying he was just trying to explain why the seventh player wasn't pictured.Whether you're an NBA teammate of his or a player on his youth basketball team, it appears Bryant expects a full commitment to the Mamba Mentality.<ul class="read-more-links"><li>Read more:</li></ul><a href="https://www.businessinsider.com/dennis-rodman-kim-jong-un-different-2019-9" data-analytics-position="4" data-analytics-module="onecolumn-post_image">Dennis Rodman says Kim Jong Un is not like 'people portrayed him to be'</a><a href="https://www.businessinsider.com/us-knocked-out-fiba-world-cup-france-2019-9" data-analytics-position="5" data-analytics-module="onecolumn-post_image">Team USA hit with stunning loss in the FIBA World Cup that comes with a worse fate</a><a href="https://www.businessinsider.com/how-lebron-james-advocates-for-labor-rights-player-empowerment-2019-9" data-analytics-position="6" data-analytics-module="onecolumn-post_image">LeBron James might be America's most visible labor activist right now - and he's garnering support from Bernie Sanders</a><a href="https://www.businessinsider.com/bill-belichick-press-conference-antonio-brown-rape-allegation-2019-9" data-analytics-position="1" data-analytics-module="onecolumn-post_image">Bill Belichick ended his press conference after 4 minutes of being peppered with questions about Antonio Brown</a><div> </div><div></div><div> </div><div></div><div></div><div></div><div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/louisiana-state-university-football-locker-room-athletic-facility-2019-8">LSU's football team has a new $28 million locker room - complete with sleep pods, a pool, and a mini theater</a></h3> <div> </div> </div>

Kobe Bryant criticized after calling out one of his girls youth basketball players for missing a game for a dance recital

<keyword id="115414" type="PERSON" weightage="100" keywordseo="Ramesh-Chauhan">Ramesh Chauhan</keyword>, the father of the <keyword id="3244161" type="UNKNOWN" weightage="100" keywordseo="Indian-soft-drink-industry">Indian soft drink industry</keyword> and founder of India's largest packaged water brand <keyword id="115415" type="COMPANY" weightage="100" keywordseo="Bisleri">Bisleri</keyword>, is planning a comeback with a new range of <keyword id="158884" type="UNKNOWN" weightage="100" keywordseo="fizzy-drinks">fizzy drinks</keyword>, twenty-two years after selling the country's most loved soft drink brands <keyword id="109079" type="ENTERTAINMENT" weightage="100" keywordseo="Thums-up">Thums Up</keyword>, Limca, Citra and Gold Spot to US beverage giant Coca-Cola. 
 
Chauhan's strategy is simple - take on MNCs such as Coca-Cola and PepsiCo in the Rs 14,000-crore domestic beverage industry. "The four new flavours that are being test-marketed are Pina Colada, Fonzo (a fruity flavour), Spicy Cola and Limmonata (a lemony drink)," said Chauhan. "These are being manufactured at five locations around the country." 
 
The products may be launched as early as next month, said people familiar with the matter. The soft drinks are being priced at around Rs 15 for 300ml PET bottles and Rs 10 for 200ml PET bottles. "Later, we will introduce cans," said Chauhan, who sold his earlier brands to Coca-Cola for around $40 million in 1993. At the time, these brands together commanded around 60% market share in the industry. Last year, Bisleri launched a natural energy drink Urzza to compete with foreign brands such as Red Bull. 
 After buying them, Coca-Cola killed Citra and Gold Spot to make way for its own brands Sprite and <keyword id="6810070" type="ORGANIZATION" weightage="100" keywordseo="Fanta">Fanta</keyword>. Thums Up, which was introduced in 1977 by Chauhan and considered by many to be a 'manly' drink, is one of the top-selling carbonated beverages in the country at present. 
 
"The two top beverage makers in the country, PepsiCo and Coke, are in the pincer grip of local soft drink makers, who have cornered around 10-15% of the market with lower priced products in PET bottles. Chauhan is the right man to enter the market at this time," said a senior executive of a large beverage firm. "In the North, which is a big market for cola makers due to an extended summer, consumers prefer PET bottles." 
 
PepsiCo and Coca-Cola are planning smaller packs at lower prices this summer to counter regional players, including Jayanti Beverages of Alwar, Shri Brahm Shakti Prince Beverages of Delhi and Gujarat's Hajoori &amp; Sons, who have flooded the market with lookalikes of the MNCs' products. 
 
Image credit: Indiatimes

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