new delhi, Aug 19
Reliance Consumer Products Ltd (RCPL) has officially announced its entry into the healthy functional beverage market by purchasing a majority stake in a joint venture with Naturedge Beverages, which is the maker of the natural herbal functional drink brand Shunya.
The move strengthens RCPL’s vision of building a “total beverage company” by adding health-focused, herbal-natural offerings to its expanding portfolio, according to an RCPL statement.
Naturedge Beverages, which was founded in 2018 by Siddhesh Sharma of the Baidyanath Group, is known for its flagship brand called Shunya, which is a zero-calorie, zero-sugar functional drink infused with Ayurvedic herbs like Ashwagandha, Brahmi, Khus, Kokum and Green Tea. According to the RCPL statement, the joint venture (JV) will help scale the Shunya beverage across India through its vast distribution network. RCPL Executive Director Ketan Mody stated that, “The partnership had strengthened the company’s beverage portfolio by offering consumers health-driven alternatives”. The collaboration will help position Shunya as a pan-India brand in line with rising consumer preference for herbal-natural functional beverages, he said.
The addition of Naturedge complements RCPL’s earlier acquisitions of Campa, Raskik and launches like Campa Energy, as the company seeks to transform India’s beverage market.
