New Delhi: Pepsi Foods is planning to raise capacity by about 40 per cent in the current year. The capacity expansion would include setting up of new greenfield plants as well as appointing new franchisee bottlers.
Pepsi presently has about 38 assembly plants in the country. The company has also launched several cost-saving initiatives, particularly at the supply chain end.
"We are looking to add 50-60 million consumers this summer. Sales are being driven by aggressive pricing strategies. We added 40 million consumers last summer," said Mr Shashi Kalathil, Executive Director (Marketing).
With the Indo-Pak series cricket coming up, the company will be rolling out a new campaign this week featuring several members of the Indian cricket team. Pepsi is also the associate sponsor for the series on the Ten Sports channel.