By amit bapna

Among PepsiCo’s beverage portfolio in India, a surprise flagship is Mountain Dew which, with its adventure-led positioning, has managed to occupy sizable clout. The Drum finds out how the beverage giant has built the franchise further and put together an India-first launch with Mountain Dew Ice.

Even as the carbonated soft drink category goes through peaks and troughs, on account of health concerns, seasonality and demand variation across markets, some sub-categories seem to be in relatively better health. In India, one such growing one is the lime and lemon category, which is currently at an estimated market size of around 600MN Read full story ›

Source: The Drum