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While Jeeru strives to organise the largely unorganised Rs 700 crore ‘jeera soda’ market, it is trying to build ‘aspirational’ quotient to appeal to the youth.
When consumers think of a carbonated soft drink (CSD) today, brands that automatically pop up are the ones from the Pepsi-Cola lineage. An Indian CSD company Xotik Frujus is busy trying to wedge its own ‘cold drink’ brand into the consumer memory now. And, it isn’t just another cola or orange fizz. The brand is called Jeeru, an apple-based jeera masala soda.
Rajeev Sehgal, founder and chairman of Xotik Frujus, tells afaqs! that Jeeru was born (in 2009) out of the need to create fodder for a fully functional modern beverage manufacturing factory in Andheri MIDC. Sehgal’s factory used to manufacture Orangina, a globally known orange soda for Schweppes. ....

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