It’s not often that one gets to see a 132-year-old company work like a startup. The agility and innovation required to bring a new product to market is vastly different from the tried-and-tested franchise bottling approach that comes with a historic legacy.
Aquarius Glucocharge is one such example of an entrepreneurial-style setup working within a Company with as historic a pedigree as The
A small team within the business unit strategised collectively with limited resources, to come up with a hawk-eye approach to product launch. And they nailed it. Partners too had a key role to play in the process.
Says Reetima Rakyan, Director- Special Projects, Incubation:
“A small cross-functional team of associates with critical experiences, functional expertise and management trainees with a fresh outlook to business came together to deliver on the vision of becoming an agile incubation arm of the Company. The model was to fast-track innovation through a pipeline of products targeting specific consumer segments, and unexplored beverage category sub-segments through an alternate route to market.
Our partners supported us in this journey, showcasing the product to traders during large-scale, city-level trader meets and sampling to shoppers across key stores.
The new launches through this approach go through the incubation loop of ‘Build, Measure, Learn, Scale.’ Aquarius Glucocharge was the first product to go through this incubation loop – from idea to execution in six weeks!”
Multi-city, trade-centric approach
The launch for Aquarius Glucocharge, which combines glucose, minerals and real fruit juices in different flavours, was rolled out in Tamil Nadu, Karnataka and West Bengal markets in a phased manner over the last couple of months.
The brand managed to generate the maximum bang for its marketing buck with over 1.5 million experiences enjoyed by consumers.
“We have had an entrepreneurial approach to this launch. We would like to believe that this is how a product would make it to the markets if a startup were to launch it, after the development of the product,” says Anoop Manohar, General Manager,
Engaging retailers and employees
Key events were organised with retailers to introduce them to the product and generate buzz around it. The objective was to engage them and get them excited about Aquarius Glucocharge so that their passion for the product would spill over onto consumers. A fun auction was also part of the activity at which IPL tickets were up for grabs!
But it isn’t only the retailers who will be out in the markets.
Partnership with TNPL and KPL
When Tamil Nadu Premier League (TNPL), arguably India’s second largest league for T20 cricket started, consumers who were watching the matches had an opportunity to taste Aquarius Glucocharge. The same offering was made during the association with the Karnataka Premier League (KPL), another state-level T20 cricket tournament.
As matches were held at three locations for KPL – Bengaluru, Hubli and Mysuru, fans cheered their teams sweating it out in the heat. It was the perfect opportunity for them to taste the product and keep themselves hydrated.
Feeling dehydrated already after all that activity? Aquarius Glucocharge to the rescue!