The first ever beverages seminar in India, “Competing for Thirst - Opportunities for Growth” was hosted by Tetra Pak India in Mumbai at the J W Marriot Hotel, on 30th and 31st May, 2002. Here, more than 80 CEOs and important dignitaries from Indian and foreign beverage related industries shared their insights and vision pertaining to the domestic beverage industry, global trends in beverage consumption and marketing opportunities in several niche segments, and the branding and marketing challenges facing this rapidly expanding but fiercely competitive sector.

During the seminar, the first-ever awards for ‘operational excellence’ were presented by the chief guest D P Tripathi, secretary, ministry of food processing.

THE AWARD WINNERS Igor Akimov, (M D Tetra Pak India), Subroto Chattopadhyay (Pepsi Foods), Neeraj Garg (Coca Cola India), Ashish Chatterjee (Parle Agro), D P Tripathi ( Secretary, Ministry of Food Processing, Govt of India), Rajendra Sood (HPMC), Ajit Burman (Dabur Foods) at the Tetra Pak Beverage Industry Awards function in Mumbai

Whilst presenting the awards, Tripathi said, “The government is committed to provide all possible assistance to the industry players in establishing a vibrant industry and helping them cater to the demands of the highly fragmented Indian market and consumers. The outcome of this seminar hosted by Tetra Pak India and the suggestions offered by the participants will definitely help in the sustained development of the Indian beverages industry which is poised for growth.”

And the winners in five categories for the "Beverage Industry Awards for Operational Excellence 2002" are: 1) Highest Sales Growth Achieved by a Brand - "Real" from Dabur Foods Ltd. 2) Highest Sales Growth Achieved by a Portfolio - PepsiCo Holdings India Pvt. Ltd. 3) Highest Retail Availability - Parle Agro Ltd. 4) Best Managed Supply Chain - Hindustan Coca-Cola Beverages Pvt. Ltd. 5) Highest Machine Utilisation - HPMC (Himachal Pradesh Horticultural Produce Marketing & Processing Corporation Ltd.)

Igor Akimov, managing director, Tetra Pak India said, “I am sure that the awards will become a regular annual feature and encourage the industry constituents in their pursuit of perfection. Many beverage companies have realised that the Indian consumer seeks the right blend of traditional flavours and value additions such as nutrients, convenience, cost effectiveness and appropriate packaging. The companies which have won awards this year have been successful in addressing these specific needs of the Indian consumer.”

Some of the insights gained during the discussions were:

• The average Indian consumer patronises traditional flavours and prefers value additions such as convenience, cost-effectiveness, nutri-ents and appropriate packaging.
• Certain Indian consumers segments have begun appreciating the health benefits associated with packaged fruit juices and nutritional beverages.
• Several beverage companies have realised that the industry needs to be strengthened by the induction of state-of-the-art technologies in order to survive the intensely competitive environment of the new millennium.

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