Punita Lal, executive marketing director at PepsiCo India, shows off Pepsi Max

Punita Lal, executive marketing director at PepsiCo India, shows off Pepsi Max

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PepsiCo India has launched its sugar-free Pepsi Max into the INR1bn (US$22m) Indian CSD market.

The drink, which is aimed at young, urban males aged between 25 and 35 years, will be available in 250ml cans priced at INR15 (US$0.32), as well as 330ml cans and 500ml PET packs at INR25.

PepsiCo confirmed yesterday (2 August) that it will initially launch Pepsi Max in Delhi but plans to go India-wide in the coming months.

“The introduction of Pepsi Max is a defining moment for the cola industry in India," said Punita Lal, executive marketing director at PepsiCo India.

“Pepsi Max will soon become a ‘cool reference brand’ for young adults while heralding a new segment in the cola category leading to category expansion.”

Since the introduction of Pepsi Max in the UK and Italy in 1993, the drink has entered 40 countries.