Capturing mercurial profitability of short-lifecycle beverages

The challenges associated with it and viable strategies to manage short product lifecycles effectively

The Indian beverages market is characterised by diverse categories, from traditional drinks like chai and lassi to emerging segments like health-focused beverages, energy drinks, alco-bev, and ready-to-drink (RTD) beverages. Consumer preferences are constantly shifting, influenced by seasonal/festive trends, health consciousness, changing lifestyles, and a growing demand for convenience. In this dynamic environment, the lifecycle of beverage products is often short, requiring companies to be agile and adaptive to stay competitive. let’s examine some of the factors that impact the short lifecycle of beverage products in the Indian market, the challenges associated with it and viable strategies to manage short product lifecycles effectively.

In 2023, Reliance Consumer Products Limited (RCPL) launched Campa Cricket, a lemon-flavoured carbonated drink infused with electrolytes, specifically designed for cricket enthusiasts. This beverage was introduced to coincide with the cricket season and was available in 250ml and 500ml packs. The product was launched in key states, including Karnataka, Tamil Nadu, Andhra Pradesh, Telangana, Gujarat, Maharashtra, West Bengal, and Uttar Pradesh. While Campa Cricket was launched as a product tied to the excitement of the cricket season, it is difficult to confirm whether the demand for this beverage continues to surge at the same level as during the cricket season. Typically, such limited-edition products experience a peak in sales during the cricket season, especially with the high-profile marketing campaigns that accompany major tournaments like the IPL or international cricket events. The company behind Campa Cricket, RCPL, being one of the giants in the industry, might be maintaining interest through strategic partnerships (such as their official tie-up with the Board of Control for Cricket in India (BCCI) for the 2024-26 seasons) and promotions to keep the product relevant in the minds of consumers year-round. Additionally, RCPL has expanded its portfolio with other drinks as well, suggesting a broader strategy beyond just seasonal products.

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