Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
REPORT
2008-2010
ACKNOWLEDGEMENT
A word of thanks…………….
Before we get into the thick of the things we would like to add a few heartful words for the
people who gave unending support right from the stage the idea of the research was
conceived. We express our deep sense of gratitude & sincere thanks to those who have helped
us in developing this research work. It is impossible to put out or classify the assistance; it is
the feeling that matters, & not the value.
First of all we would like to express our sincere gratitude to our beloved Prof. Madhu for
giving us an opportunity to do this research & extent his kind co-operation.
Deepest appreciation & thanks go to our respective families for their patience &
understanding, friends & classmates for their insights comments throughout the research.
Above all it is the grace & blessings of God Almighty, which made this, Endeavour a success.
- Azhar K P
- Mohammed Fahd
- Mohammed Sadath
- Nimisha Devanandan
EXECUTIVE SUMMARY
Soft Drinks were common preference among all the individuals, irrespective of their age
groups as it had great brand value and great advertisement.
Market Research is based on some underlying parameters like:
• Changing consumption pattern
• Changing income levels
• Advertisements
• Taste
• Status consciousness
• Varying lifestyle
The study starts with determining the major players in the soft drinks, their overall
consumption pattern among the people and ends up with the conclusion as per the state of
mind of the average rational human being.
Consumer preferences are changing towards healthier food, and thus such a trend will carry
on for some time to come. In the soft drinks market of late, most recent new products
launched have been focused on the health benefits of the soft drinks, like pomegranate juices,
calcium-fortified bottled water and a series of reduced-sugar alternatives, with such features
not previously so readily available to or heavily promoted at the target audience.
TABLE OF CONTENTS
1) INTRODUCTION
1.1) Industrial profile 01
1.2) Major players in soft drinks segment 04
1.3) Study of growth of soft drink market 08
1.4) Recent issues 09
2) RESEARCH METHODOLOGY
2.1) Purpose of the study 16
2.2) Objectives of the study 16
2.3) Scope of the study 16
2.4) Research Design 17
2.5) Sampling Technique used 18
2.6) Selection of Sample Size 18
2.7) Sources of Data collection 18
2.8) Statistical Tools Used 18
4) SUGGESTIONS 40
6) CONCLUSION 42
7) ANNEXURE
7.1) Questionnaire 43
8) BIBLIOGRAPHY 44
INTRODUCTION
INDUSTRIAL PROFILE
The soft-drink industry comprises companies that manufacture nonalcoholic beverages and
carbonated mineral waters or concentrates and syrups for the manufacture of carbonated
beverages. Naturally occurring bubbling or sparkling mineral waters have been popular for
thousands of years: the ancient Greeks believed that such waters had medicinal properties and
bathed in them regularly; the Romans established resorts around mineral springs throughout
Europe. In the 1500s the village of Spa in Belgium became famous for its waters, which by
the early 1600s were sold, in bottles, as far away as London, Eng.
The principle of "pushing" carbon dioxide is still used, but now the water is first purified in a
process known as "polishing." Cooled carbon dioxide is then injected at pressures of 275-550
kilopascals. Some of the early drinks bottled in Canada were called Birch Beer, Ginger Beer,
Sarsaparilla, Sour Lemon, None-Such Soda Water and Cream Soda. The first carbonated
beverage or "pop" bottles were sealed with corks held tightly in place with a wire binding.
Because they had to be stored neck down so that the cork would not dry and allow the
carbonation to leak away, they were manufactured with rounded bottoms. By the mid-1800s,
soft drinks sold in Canada were packaged in 8-ounce (227.2 ml) round-bottom bottles for
about 25 cents a dozen, except ginger beer, which was sold in draught form from wooden
kegs. Wired cork closures were used until about 1884 with Codd's Patented Globe Stoppers
(25 types in all). Such closures were replaced by the Hutcheson Spring Stopper. The crown
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cap was introduced around 1905 and improved versions are still widely used, although they
are gradually being replaced, especially on larger containers, with reclosable screw caps.
Other packaging innovations since the mid-1960s include canned carbonated beverages,
nonreturnable glass bottles and containers made from rigid plastics. However, an effort is
being made, often through provincial legislation, to increase the use of returnable glass
containers.
In the industry's early years the number of carbonated-beverage plants increased steadily,
most serving small regional markets. In 1929 the industry was made up of 345 production
plants and the value of shipments reached $12.3 million. By 1960 the number of plants had
increased to 502 and the value of sales to $172.7 million. Subsequently, consolidation began,
prompted by improved production, packaging and distribution facilities. By 1973, 337 plants
were in production and the value of shipments was $484 million. In 1985, with sales of about
$1.8 billion, the industry had 187 plants in production: Newfoundland had 3; PEI, 1; Nova
Scotia, 7; New Brunswick, 8; Québec, 66; Ontario, 58; Manitoba, 7; Saskatchewan, 10;
Alberta, 13; and BC, 14. Production volume has also increased dramatically: in 1939, soft-
drink bottlers produced about 162 million litres of carbonated beverages; by 1967, production
passed 758 million litres; in 1986, shipments were estimated at over 2.1 billion litres; and in
1998 that figure rose to 3.5 billion litres.
The industry is regulated by both federal and provincial agencies, 3 of the most important
being CONSUMER AND CORPORATE AFFAIRS (responsible for the Consumer Packaging
and Labelling Act), HEALTH CANADA (which administers the Food and Drugs Act) and
Environment Canada (which focuses on environmental matters). The industry is represented
by the Canadian Soft Drink Association in Toronto and by several provincial associations.
The introduction of diet carbonated beverages has changed the industry's profile. Several
years ago, in response to increasing consumer diet consciousness, the industry introduced the
first successful sugar-free diet drinks using the artificial sweetener cyclamate. But questions
were raised about the safety of this additive and, based on existing scientific data, Health
Canada banned its use in Canadian commercial FOODS AND BEVERAGES. This decision,
estimated to have cost the industry more than $15 million, was a setback to diet-drink
development. The industry turned to saccharin, but this too was eventually banned. Now, a
new sugar-free additive, aspartame, has been approved for use in diet soft drinks, and the
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cyclamate/saccharin situation is not expected to recur because aspartame consists of amino
acids, which occur naturally. Aspartame-sweetened diet drinks have had a dramatic effect on
the Canadian carbonated-beverage industry. Just before the saccharin ban in 1977, diet drinks
accounted for about 10% of the soft-drink market; following the ban the diet share dropped to
about 2%, consisting of beverages partially sweetened with small amounts of sugar. In 1982,
the first full year that aspartame was used in Canada, diet drinks increased by 15.2% of total
soft-drink sales, while the total soft-drink industry grew 8%. In 1987 total soft-drink sales
increased 5.3% over 1986, while diet soft-drink sales increased by 10.7%. This single
development has encouraged strong growth in the industry.
FANTA
GHOONTH BHAR SHARARAT KAR LEY!!!
Fanta entered the Indian market in year 1996 under the coca cola brand .over the years, Fanta
has occupied a strong market place and is identified as “the fun catalyst”. Fanta stands for its
vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps
free spirit thus encouraging one to indulge in the moment.
LIMCA
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“ LIME AND LEMONI!!!
Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has
been the original thirst choice, of millions of consumers for over three decades.
The brand has been displaying healthy volume growing year on year and limca continues to
be leading flavoring soft drinks in the country.
Dive into the zingy refreshment of limca and walk away a new person.
THUMS UP
TASTE THE THUNDER!!!
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SPRITE
“SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!!
World wide sprite ranked as no.4 soft drink and is sold in more than 190 countries In India,
sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft
drinks, leading clear lime category.
Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a
straight forward and honest attitude. Its clear crisp hingtaste encourages today’s youth to trust
their instincts, influence them to be true who they are and to obey their thirst.
MAAZA
YAARI DOSTI TAAZA MAAZA!!!
Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza
currently dominates the fruit drink category. Over the years, maaza has become synonymous
with mango.
“Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam”.consumers regard maaza as
wholesome, natural, fun loving drink real experience of fruit.
The campaign builds on the existing equity of the brand and delivers a relevant emotional
benefit to the moms rightly captured in tagline, “yaari dosti, and taaza maaza”.
PEPSI 6
YEH DIL MAANGE MORE!!!
Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold
in stores, restaurants and from vending machines. The drink was first made in the 1890’s in
North Carolina.
The brand was trademarked on June 16, 1903.There have been many Pepsi variants produced
over the years.
• Diet Pepsi
• Crystal Pepsi
• Pepsi twist
• Pepsi max
• Pepsi samba
• Pepsi blue
• Pepsi gold
• Pepsi holiday spice
• Pepsi jazz
• Pepsi x(available in Finland & brazil)
• Pepsi next(available in Japan & south Korea)
STUDY OF GROWTH OF SOFT DRINK MARKET
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SOFT DRINKS
Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with
Pepsi and coca-cola dominating the market. The entire part of the drink is based on its
artificial flavors and sweetening agents as no natural juice is used.
MARKET
• Cola products account for nearly 61-62% of the total soft drinks market.
• Two global majors’ Pepsi and coke dominate the soft drink market.
• NCAER survey says 91% of soft drink in the country is in the lower, lower middle
and upper middle class people.
• The market is worth around Rs.5000 crores with growth rate of around 10-15%.
• The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340
bottles in the U.S.
• The production as soft drinks has increased from 5670 million bottles in 1998-99 to
6230 million bottles in 1999-2000 industry source.
• Growth market this year is expected to be 10-15% in value terms and 20-22% in
volume terms.
However, the market for carbonated drinks is stagnating and not growing as expected.
RECENT ISSUES 8
Coca-Cola's bid in September prompted an outcry by nationalists who urged the government
to bar foreigners from acquiring one of China's most successful homegrown brands. Rival
juice producers warned that the acquisition would give Coca-Cola too dominant a position in
China's beverage market. A Coca-Cola spokesman in Hong Kong learned of the rejection of
the sale had no immediate comment. Huiyuan's founders and major shareholders already had
endorsed the sale.
If Coke were to take over Huiyuan, it will dominate the soft drinks market in China, which
not only hurts consumers, but also other sector participants. Huiyuan controls more than a
tenth of the Chinese fruit and vegetable juice market that grew 15% last year to $2 billion.
Coca-Cola has a 9.7% share and dominates in diluted juices.
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Nadu," he added
Pepsi has now opted for a new brand ambassador, Katrina Kaif.
The creative thought behind the new communication was to further enhance the Slice
experience into dimensions of pleasure, sensuality and indulgence. Last year's commercial
was about enumerating the principles of 'Aamsutra' or the art of experiencing pure mango
pleasure with the new Slice. This year, the commercial portrays the next level to bring alive
the mango indulgence, stated Hari Krishnan, Vice President, JWT.
The company has now opted for a 360 multimedia campaigns involving digital, print, radio,
impact outdoors and sampling in core markets.
On the occasion of LMN's launch, Nadia Chauhan, joint managing director and CMO, Parle
Agro, said, "Nimbu pani has traditionally been India's most commonly consumed cold
beverage. In fact the idea of a branded lemon drink is so simple that you would wonder why
nobody thought of it earlier. The challenge for us was packaging a natural product while
retaining its fresh, original taste throughout its shelf life."
LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET packs priced at Rs 5, Rs
10 and Rs 23 respectively. The company aims to touch a turnover of Rs 3000-3500 crore by
2011.
The company will target both (youth and adult) segments of consumers to turn them into
branded consumers of nimbu pani. Besides this LMN will also target an emerging segment of
consumers who are looking for a healthy and refreshing beverage in the country. "For the last
20 years, Parle Agro has been the market leader in fruit based beverages, we have constantly
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worked keeping in mind Indian preferences while formulating products that cater to the
Indian palate. It is without any doubt that only an Indian company can understand what real
nimbu pani tastes like and what the Indian consumer wants in a packaged offering," Chauhan
added.
Further, the company claims that packaged nimbu pani will have tremendous growth
potential, higher than other packaged drinks mainly because of a major shift in consumer
behavior. Today, the beverage consumer is looking for hygiene, convenience, refreshing taste,
affordability and year-round availability. The name LMN is derived from the SMS version of
the word lemon. Parle Agro also owns other fruit drink brands like Frooti, Appy Fizz and
packaged drinking water, Bailey.
PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The
home-made nimbu paani or lime juice has been specially created to suit Indian tastes.
The lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs.
The drink offers great value to consumers in three packaging formats of 200 ml returnable
glass bottles (RGB), 350 ml PET and 200 ml Tetra attractively priced at Rs 10, Rs 15 and Rs
10, respectively.
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PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The
360 degree marketing communication plan will revolve around building awareness through
multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home
(OOH) media, radio, press and outdoors. Aggressive trial generation and sampling initiatives
will also be taken forward across major cities of the country. A special 'Nimbooz Highway
Gadi' has been created that will visit the four major highways connecting Delhi to Jaipur,
Dehradun, Agra to drive trails and consumer education.
"As per consumer research, we have found that after orange, apple is the most preferred fruit
in the country and Fanta Apple has been developed specially for the Indian palate," Kini said
on Monday. According to experts, the nationwide launch of Fanta Apple is a part of the
company's $250 million business plan for the country.
Fanta Apple is the second flavour after Fanta Orange under "Fanta" brand of the company.
"We have had an excellent response down south with a reused value to the drink and with the
national launch of Fanta Apple, we are stepping stones to extend Coca Cola India's market
leadership in the fruit-flavoured sparkling drink segment," Kini added. The company has also
announced Bollywood actress Genelia D'Souza as the new brand ambassador of the Fanta
brand.
According to reports, the current expected Indian soft drink market is about Rs 6,000 crore, in
which the company shares about 50% market with its various brands like Coke, 7 Up, Fanta,
Sprite and Thums Up.
HEALTH ISSUES CAUSED
12 BY SOFT DRINKS
1) CERTAIN SOFT DRINKS AND CANCER MAY BE RELATED
Francisco Contraries, M.D., of the Contraries Cancer Clinic in Kiajuana, Mexico said,
"Cancer is like a plant cell; it can't live in an oxygen-rich environment. cola drinks make our
bodies poor in oxygen. cancer is the second cause of death in America. The average American
is consuming 800 Or more soft drinks annually. Be more responsible for your own life;
doctors have no responsibility for another's health."
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rhythm. Cola and pepper-type drinks account for 80-90 percent of the caffeine added to foods
today. Its long term effects on people are not clearly known."
The Commissioner also noted that studies to date support the wisdom passed down from
generation to generation that caffeine is not for pregnant women or children. "We hope some
day to have better scientific assessments," Goyan said, "but for now adhering to the guidance
of our parents seems to be the most prudent course."
The bottles are safe for one-time use only; if you must keep them longer, it should be or no
more than a few days, a week max, and keep them away from heat as well. Repeated washing
and rinsing can cause the plastic to break down and the carcinogens (cancer- causing
chemical agents)can leach into the water that YOU are drinking. Better to invest in water
bottles that are really meant for multiple uses. This is not something we should be scrimping
on. Those of you with family - please advise them, especially for their children's sake."
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RESEARCH
METHODOLOGY
PURPOSE OF THE STUDY
The main aim of this research study is to analyze the preference of people (of different age
groups) on consumption patterns of Soft Drinks and Consumer Awareness regarding the
hazards of soft drinks.
1) EXPLORATORY RESEARCH
2) CONCLUSIVE RESEARCH
Exploratory research is one type of research design, which has its primary
objective the provision of insights into, and comprehension of, the problem situation
confronting the researcher.
Conclusive research is designed to assist the decision maker in determining
evaluating and selecting the best course of action to take in a given situation.
Descriptive study as the name implies is designed to describe something-for example the
characteristics of users of a given product, the degree to which the product use the varies with
income, age, etc.
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SAMPLING TECHNIQUE USED:
This research has used convenience sampling technique.
1) Convenience sampling technique: Convenience sampling is used in exploratory
research where the researcher is interested in getting an inexpensive approximation of the
truth. As the name implies, the sample is selected because they are convenient.
1. Primary data
2. Secondary data
1) PRIMARY DATA:
Questionnaire: Primary data was collected by preparing questionnaire and the people
were randomly being requested to fill them.
2) SECONDARY DATA:
Secondary data will consist of different literatures like books which are published, articles,
internet and websites.
In order to reach relevant conclusion, research work needed to be designed in a proper way.
STATISTICAL TOOLS USED
The main statistical tools used for the collection and analyses of data in this project are:
• Questionnaire
• Pie Charts
• Bar Diagrams
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YES NO
83% 17%
ANALYSIS:
From the survey it was found that amongst 80 respondents.
a) 83% of the respondents likes soft drinks.
b) 17% of the respondents don’t likes soft drinks.
2) Frequency of consumption of soft drink19
in a week?
ANALYSIS:
From the survey it was found that amongst 80 respondents.
a) 6% of the respondents consume Soft Drinks daily.
b) 25% of the respondents consume Soft Drinks 2-6 times.
c) 11% of the respondents consume Soft Drinks more than 4 times.
d) 58% of the respondents consume Soft Drinks once in a week.
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3) In what occasions, do you do you often consume the soft drinks?
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 38% of the respondents consume Soft Drinks when they feel thirsty.
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 08% of the respondents consume soft drinks because of its price.
ANALYSIS:
ANALYSIS:
YES NO
31% 69%
ANALYSIS:
25
27
10) Do you think taking too much soft drink would cause health problems?
Yes No No comment
65% 15% 20%
ANALYSIS:
a) 65% of the respondents think that too much consumption would cause health
problem.
b) 33% of the respondents think that soft drink consumption will not cause any
health problem.
c) 10% of the respondents didn’t have any opinion on this.
11) Have these drinks caused any health problems for you?
28
Yes No
15 65
ANALYSIS:
a) 81% of the respondents didn’t have any health problem after having soft drink.
b) 33% of the respondents did have some health problem after the consumption of soft
drink.
12) Are you aware that you are priced more than 10 times than of the real price of the drink?
29
Yes No
50% 50%
ANALYSIS:
Only 50% of the respondents know that they are priced 10 times more than of real
price.
13) Considering the TV ad. Which soft drink ad do you like more?
30
Coca cola Pepsi Mirinda Thumsup Maaza Other specify
13% 23% 20% 29% 5% 11%
ANALYSIS:
14) After seeing the ad did you like to switch on to that one?
31
Yes No
38% 63%
ANALYSIS:
a) 41% of the respondents didn’t switch to other soft drink after seeing the ad .
b) 39% of the respondents did switch to other soft drink after seeing the ad .
15) After the plachimada incident have you reduced consuming soft drinks?
32
Yes No
49% 51%
ANALYSIS:
33
16) Do you think the superstar should stop promoting unhealthy soft drinks?
Yes No No comments
46% 23% 31%
ANALYSIS:
a) 46% of the respondents feel that super star should stop promoting unhealthy
soft drinks.
b) 23% of the respondents don’t have any problem.
c) 31% of the respondents don’t have any comment.
17) What all changes do you want the manufacture to make in it to promote sale?
Quality Price 34
Advertisement More flavour Other specified
48% 33% 14% 10% 0%
ANALYSIS:
18) In your opinion which all deceases could the pesticides in the soft drinks cause?
35
Tooth Pregnancy
Cancer Paralysation decaying issues Don’t know
25% 13% 26% 11% 25%
ANALYSIS:
From the survey it was found that amongst 80 respondents.
a) 25% of the respondents think that cancer is caused by the pesticides in soft
drinks
b) 13% of the respondents think that paralysation is caused
c) 26% of the respondents think that tooth decaying is caused by the pesticides in
the soft drinks.
d) Out of this about 7% of the respondents thinks that all the above deceases are
caused by pesticides.
e) 25% of the respondents don’t know what decease is caused by the pesticides in
the soft drinks.
20) What are the things that govt. need to do, to stop the unhealthy practices carried down by
soft drink companies? 37
a) 30% of the respondents feel that government should increase the standards.
b.) 59% of the respondents feel that there should be frequent quality check.
c) 11% of the respondents feel that there should be control on advertisement.
38
21) Do you prefer the usage of plastic bottles of soft drinks?
Yes No
64% 36%
ANALYSIS:
39
SUGGESTIONS
SUGGESTIONS
In the survey conducted, it was suggested by most of the
respondent that govt. should have frequent quality check in
order to promote sales and to attain consumer satisfaction.
From the survey more than half of the respondent suggested that
they prefer use of plastic bottles instead of other.
If the quality is not improved than its better that superstar should
stop promoting unhealthy products.
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LIMITATION OF
THE STUDY
41
CONCLUSION
CONCLUSION
Following are the concluding points taken into consideration after the conduct
of the research study:
An important finding that emerged out of the survey was that 83%of
people like to have soft drinks while 17% not like.
Most of the respondents view soft drinks as an aid to put off thirst
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ANNEXURE
QUESTIONNAIRE
PERSONAL DETAILS
Name - …………………………………….
Age - 15-25 25-35 35-50
Gender - Male Female
Occupation - Student Housewife Business Service
43
11) Have these drinks caused any health problem for you before?
Yes No
12) Are aware that you are being priced more than 10 times than of the real price of the
drink?
Yes No
13) Considering the TV ad.which soft drink ad do you like more?
Cocacola Pepsi Mirinda Thumsup Maaza
Others specify…………………..
14) After seeing the ad did you like to switch on to that one?
Yes No
15) After the Plachimada incident have you reduced consuming soft drinks?
Yes No
16) Do you think the super stars should stop promoting unhealthy soft drinks?
Yes No No comment
17) What all changes do you want the manufacturer to make in it to promote sale?
Quality Price Advertisement More Flovour
Others (specify)……………………….
18) In your openion which all desesase could the pesticides in the soft drink cause?
Cancer Paralisation Tooth decaying Pregnancy issues
Don’t know Others specify
19) Soft drinks such as colas contain significant quantities of
Caffeine Nicotine Tannin Rennin Don’t
know
20) What are the things that govt. need to do, to stop the unhealthy practices carried down
by soft drink companies?
Increase standards Frequent quality checks Control on
advertisement
21) Do you prefer the after usage of plastic bottles of soft drinks/
Yes No
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BIBLIOGRAPHY
BIBLIOGRAPHY
• http://en.wikipedia.org/wiki/Beverage
• www.foodindustryindia.com
• http://fnbnews.com/article/detarchive.asp?articleid=25105§ionid=3
• http://fnbnews.com/article/detarchive.asp?articleid=24983§ionid=3
• http://fnbnews.com/article/detarchive.asp?articleid=24965§ionid=3
• http://fnbnews.com/article/detarchive.asp?articleid=24849§ionid=3
• http://fnbnews.com/article/detarchive.asp?articleid=25039§ionid=3
• http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20another
%20energy%20drink%20for%20the%20Indian%20market&id=598
• http://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Food&b
everage
• www.google.com
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