The beverage industry has grown at a tremendous pace in recent years and has been boosted by India’s growing consumer base and stiff competition, the latter having resulted in lower prices. The hot and humid climate prevailing in the country further encourages sale of soft drinks. Beverage companies also spend a huge amount on advertising, creating a need for such products in the minds of consumers. A number of reputed international companies are actively operating in the soft drinks market in India. Consumers are pampered with a range of products in a variety of flavours and prices. Apart from cold drinks, juices and fruit-based drinks, energy drinks are also fast attaining popularity within the country, given the recent general inclination of people towards a healthier lifestyle. Hide this