NourishCo launches India’s first nutrient water – Tata Water Plus in
Andhra Pradesh
Enriched with the goodness of Copper & Zinc, it’s more than just water!
Hyderabad, April 9th, 2013: NourishCo, the 50:50 JV between Tata Global Beverages and PepsiCo India
announced the launch of India’s first nutrient water– Tata Water Plus in the state of Andhra Pradesh. The first
of its kind packaged drinking water contains nutrients like Copper and Zinc that are known to help support
body functions and strengthen the immune system, respectively. Present at the conference to launch ‘Pyaas
Bhujao Health Se’, the new campaign for Andhra Pradesh, were Indian actress Amala Akkineni and Pratik Pota,
MD & CEO, NourishCo Beverages Limited.
Available in a 1 litre bottle at Rs.20 and a 200ml pouch at Rs. 2, Tata Water Plus gives a chance to consumers to
treat thirst as an opportunity to enhance health. It looks and tastes like normal water but has the added
goodness of Copper and Zinc in a form that can be easily absorbed by the body. Developed by Tata Global
Beverages Limited, in collaboration with international scientists and Indian nutrition experts, Tata Water Plus
represents the larger mission of mitigating nutritional gaps in the average Indian.
Pratik Pota, Chief Executive Officer and MD, NourishCo Beverages Limited said, “Tata Water Plus is more
than just drinking water. With the goodness of Copper and Zinc, it contains health benefits that no other
packaged drinking water offers in the country. It is not just a game changing product but a commitment from
two trusted companies to improve peoples’ quality of life through affordable, value added and trusted
products. Water being essential, provides an opportunity of combining nutrition with hydration through Tata
Water Plus.”
Adding further he said, “With this launch, it is our aim to expand into enhanced hydration on the platform of
health and wellness for consumers. We are excited about being in Andhra Pradesh and Tamil Nadu and hope
our consumers enjoy our new campaign, Pyaas Bhujao Health Se.”
Talking about the launch of the Tata Water Plus, versatile actress and social worker, Amala Akkineni said,
“Tata Water Plus is truly a one-of-a-kind packaged drinking water with the goodness of nutrients like Copper
and Zinc. While growing up, all of us were constantly told of the wisdom of drinking water from copper vessels
and the health benefits attached to it. I am excited to be a part of this launch today in Hyderabad and would
urge fellow Andhraiites to add nutrient value to their water through Tata Water Plus.”
Speaking about the marketing campaign around the launch of Tata Water Plus, Arvind Shukla, Vice President
and Head - Marketing & Innovation, NourishCo Beverages Limited said, “The launch of Tata Water Plus is
supported by a 360 degree campaign and we will roll out a TVC enunciating the new campaign, Pyaas Bhujao
Health Se. The TVC personifies Mr. Thirst who touches upon the need to think before quenching your thirst and
decide on using thirst as an opportunity to improve health. Apart from the exciting TV and on-ground
activation, the campaign will be supported by robust outdoor, online and radio initiatives. We are sure the
consumers in Andhra Pradesh and Tamil Nadu will enjoy the new campaign.”
TVC details:

Creative Agency: Taproot-Dentsu

Executive Creative Director: Agnello Dias

Executive Business Director: Harjot Singh Narang & Sunita Prakash

TVC Director: Sujaat Saudagar

Production House: Boot Polish Films

TVC duration: 45 seconds
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Language: Tamil and Telugu

Media Planning: Mindshare
Tata Water Plus is currently available in Andhra Pradesh and Tamil Nadu. NourishCo will be keenly focused on
enhancing the hydration category in India. The company has further built an expansive pipeline of innovations
that will be used to fuel growth and create newer hydration solutions.
About NourishCo:
A joint venture between Tata Global Beverages Limited and PepsiCo India Holdings Private Limited, NourishCo aims to
provide meaningful hydration solutions in the non-carbonated, ready-to-drink beverages segment in India and around the
world. NourishCo will be keenly focused on enhancing the hydration category in India. The portfolio includes 3 Products
which straddle the Top & Bottom End of the Pyramid in the Beverages space:
Tata Gluco Plus, a glucose based beverage for providing Instant energy in an affordable cup format, Himalayan Natural
Mineral Water, pristine source water and now Tata Water Plus, Nutrient Water, an innovative product that seeks to
provide essential micronutrients. The group has built an expansive pipeline of innovations that will be used to fuel growth
and create newer hydration solutions.
The 50:50 JV was formed in 2010 through a joint venture agreement between Tata and PepsiCo India. NourishCo has a
vision for growth and has tremendous potential with ‘good for you’ products. For more information please visit
www.nourishco.com
About Tata Global Beverages:
Tata Global Beverages is a global beverage business; its brands have presence in over 40 countries. The Company has
significant interests in tea, coffee and water and is the world’s second largest tea company. 250 million servings of its
brands are consumed everyday around the world. Tata Global Beverages’ annual turnover is US$1.4bn, it employs around
3,000 people across the world. The company focuses on ‘good for you’ beverages and has a stable of innovative regional
and global beverage brands, including: Tata Tea, Tetley, Himalayan natural mineral water, Tata Water Plus and Tata
Gluco+, Good Earth tea, Grand Coffee and Eight O’clock coffee. For more information please visit
www.tataglobalbeverages.com
About PepsiCo India:
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India.
PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business
supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like
Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2
decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are household
names trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four
planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a
significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact
verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more
information, please visit www.pepsicoindia.co.in
For further information, please contact:
Prajakta Bhosale / Rashmi Sharma
Genesis Burson-Marsteller
[email protected] / [email protected]
+ 91 98998 88643 / +91 98992 15065