The Narang Group Premium beverage innovations in India

The Narang Group dates back to 1999 and has a history of innovation. A graduate in ‘Entrepreneurship’, Rahul Narang introduced Energy Drinks in India with Red Bull in 2000. Thanks to its sales and distribution system, this multiplied into several premium offerings for the Group including Evian, Perrier, Lindt, illy, Orangina, Twinings & Monster energy drink. Launching Qua natural mineral water in 2009, led to a JV with Danone Group in 2010. In 2012, Suntory Narang – the Group’s JV with Suntory was also formed to grow CSD beverages and RTD coffee. Founded in 1899, Suntory today has a turnover of $22 billion, while the Narang Group has a presence in 125 cities, with distribution in 100,000 outlets in India. Claire Phoenix spoke with Rahul Narang about beverage innovation in India, with a young, aspirational, consumer base.

What year did Danone Narang Our most successful beverage and health centres in the been an enormous success for Beverages begin and what innovations have been B’lue country, people are more body Danone Narang Beverages due was the thinking behind the and Qua Natural Mineral Water, conscious than before. Low to its invigorating, well-loved launch? which was developed in close fat, low carb and low salt are taste as well as the innovation collaboration with the Danish the new highs. Although the built into the product. We’ve Danone Narang Beverages marketing agency Co+. target audience was relatively employed a unique marketing (DNB) began in July 2010. The small at the time, we saw a mix to get the word out about With Qua, we turned to vision of this joint venture and growing market opportunity for B’lue - At Your Best Hamesha’, the majestic Himalayas for launch was to leverage our products that met the target which has been highly effective. inspiration and created a natural route-to-market expertise and groups' expanding needs. So mineral water blessed by the know-how, supplying beverages we introduced QUA+, which is What does ‘At your best snow-capped mountains - one to Indian consumers that are at a natural mineral water-based Hamesha’ mean - and that is clean, natural and pure. presumably this is part of the top of the pyramid. We aim functional beverage with six your marketing strategy? to satisfy Indian consumers’ This was a decisive step away variants, each having a specific from the packaged water that benefit. We were India’s very drinking habits. We transcend Opportunities have this many Indian consumers were first vitamin-water, with a our high standards of quality, uncanny ability to brush right drinking, which offered no extra drink that delivered delicious functionality and design by past us when we’re not at our minerals or added value. Qua flavoured mineral water with making beverages at the best. “At your best Hamesha” natural mineral water has been added nutrients, in a quirky, forefront of the taste experience, (‘Hamesha’ means ‘Always’) highly successful due to its attitude-packed bottle. and providing a healthier, more and underscores how we have unique packaging as well as its invigorating hydration. B’lue is a daily companion to be at our best, always, to disruptive marketing activities. for today’s active lifestyle truly thrive. Using Hamesha in Qua appears wherever India’s This unique cooperation consumers who lead a the marketing strategy presents most aspirational figures appear would enable us to create multifaceted life. Packed with B’lue as a unique and new drink - which has made the water a world-class beverages that offer a fruity taste, stimulating aroma that brings out your innate symbol for smarter hydration. consumers something more: and a special blend of vitamins and natural potential anytime, widespread availability, great With the success of Qua, we and minerals, it fully enlivens anywhere. The campaign taste and unique ingredients. were on the lookout for new the body, mind and mood. So captures moments of what consumption and indulgence we are ready for every moment, happens when you are not at What are your most successful situations for consumers. With can make the most of every your best, in order to create beverage products? the growing number of gyms opportunity and shine! B’lue has relevance for the product.

20 COVER STORY www.foodbev.com/beverage Issue 111 - December 2013 The pay-off in the marketing and Swedish House Mafia. Wills campaign refers to how B'lue India Fashion Week is the most restores your body, mind and renowned fashion event in India. mood with its minerals, and The Narang Group has been a uplifts you to your full potential part of this prestigious event - the state when your body/ for the past 3 years. mind/mood are all in the right Our Opinion Leaders Program alignment. reaches out to the key opinion Buzz is the marketing arm leaders such as top Bollywood of the Narang Group and you Stars, as well as Sportspersons have personal relationships & top Fashion designers. with media professionals, DJ’s etc. Can you name a few Narang is also known for recent events and who you Entertainment, Communication have worked with? and Event management - how does working as an integrated The Buzz team focuses on company benefit you and your events across key genres such consumers? as Bollywood, luxury lifestyle, music, art and media. Our strong Working as an integrated network and relationships with company definitely benefits our partners have given us us and our consumers - as immense opportunities to tap we become a premium lifestyle into the right target group and solutions provider for more opinion leaders. Our brands have and more events. been enjoyed by the likes of We also get to know our Bollywood’s top stars at Awards brands on a 360° level, and Shows such as the Stardust more importantly, we work to Awards and Filmfare Awards, understand how consumers to name a few. interact with our brands on both practical and emotional We have levels. They lead busy lives, and juggle 24/7 schedules. developed a There are different ways to reach them, and by integrating unique can all of these avenues (such as specifically events, entertainment and communication) we are best- for Orangina positioned to have meaningful in India contact with our target groups. We need to be where they are, and we need to touch their We have collaborated with Time imagination. And likewise, Out Magazine for the launch consumers need to know that of Twinings loose tea range, a brand's endorsement by the supplying tea to Elle magazine Narang Group has integrity. We for their breast cancer awareness only come to them with quality event and Elle Derby, as well innovative products & solutions. as Vogue for their anniversary Can you explain the Karma events and many more. range? The Narang Group is all about Karma is a wonderful Arabica luxury alliances and events with blend of coffee from the Narang luxury partners such as Jimmy Group. It is made from a delicate Choo, Estee Lauder, Armani, combination of beans from Flura etc. Chikmagalur, which renders We have partnered and a velvety creaminess to the sampled at music concerts with coffee. Karma coffee aims to luminaries like Fat Boy Slim infuse positive energy into its

www.foodbev.com/beverage COVER STORY 21 Issue 111 - December 2013 The Narang Group

consumers with every sip. Orangina was introduced in India The Karma range includes by Suntory Narang as part of roasted coffee beans and our joint venture with Suntory. ground coffee, in pack sizes It is produced in Pune and is specific for horeca and Retail. sold in a 250ml can in the top 10 cities across India at INR 30. It Focusing on the luxury sector was introduced to cater to the you also work with Lindt ever-growing health conscious Chocolate, Illy Coffee and the consumers who want to have Suntory Group. What are the fun and be cool, but also stay latest developments here? healthy. It is the only product We do a lot of seasonal in CSD category that has real activations for Lindt with special juice in it (always 10%). As an SKUs. On the Suntory front, we orange soft drink with a lemon have launched a customised can twist, it has a slight fizzy flavour, and a new formula for Orangina which gives the drink a fun, cool in India and will be launching appeal. an innovative ready to drink, You handle beverage sales functional CSD next year. and distribution for other

brands including Monster, Can you talk about the Perrier, Evian – how are these launch of the Orangina can? performing for you and what We have developed a unique is next in terms of JV’s? can specifically for Orangina in Our strategy platform is based India. The new and specially- on consumer insights that we formulated recipe is an exclusive apply to our own brands as and delicious blend of mouth- watering oranges, lemons and fizz. Every Orangina includes 10% real juice and is a healthier The Narang drink when compared to all other Group is CSDs available in India. all about It is characterized just as much by what’s not included in it - it luxury has NO added colours, flavours or sweeteners. The can design alliances expresses the naturalness and and events image of a premium, modern product. Orangina focuses on SECA men and women well as strategic partners; so in the age range of 18-24 in yes, we do handle world-class urban cities. beverage brands like Perrier and We are currently developing Monster, as well as manufacture the marketing mix for Orangina, our very own brands. They are all performing quite well. which focuses on disruptive and innovative marketing tools that You already have a pan-India speak directly to target Indian presence in 125 cities, with an consumers, below the line BTL as automated distribution well as above the line ATL. The system to 100,000 outlets, product is available at all leading What is the next move for modern trade and traditional Narang in logistics and trade stores in India’s top 10 cities. supply chain solutions in the It is also available in fine-dining Beverage Sector? establishments and Quick Service Restaurants (QSRs) in these We never stop innovating and 10 cities. We will be launching working to improve our processes. healthier CSD drinks in the future. We focus on effectiveness and

efficiency throughout the value Why was it introduced?/ Who chain, for all of our food and makes it? What format is it etc? beverage brands in India.

22 COVER STORY www.foodbev.com/beverage Issue 111 - December 2013