With a gradual rise in temperature and the start of heatwave, FMCG and dairy firms selling cola-based fizz drinks, juices, mineral water, ice creams and milk-based beverages expect a spike in sales and have ramped up their production and stocks to meet the anticipated consumer demand.
The makers are launching new products keeping in mind the evolving consumer preferences and also investing substantially on promotions and expansion of the channels this season, company executives of beverage and ice cream makers said.
Beverages major PepsiCo said summer months are naturally the most favourable season for its category and it is "optimistic" that its portfolio of brands will continue to delight consumers during the period.
The company which owns brands as -- Pepsi, 7up, Mirinda, Mountain Dew, Slice, Gatorade & Tropicana, has launched campaigns taking on board leading stars such as Ranbir Kapoor, Rashmika Mandanna, Hrithik Roshan, Mahesh Babu, Kiara Adani and Nayanthara to woo consumers.
"We are excited about our high octane 2024 summer campaigns which have been rolled out over March and April. Our early read is that consumers are responding very positively to all our campaigns," said a PepsiCo India Spokesperson.
FMCG major Dabur India expects a stronger and longer summer would be good for the company's summer-centric products, particularly for its beverages and glucose portfolio.
"We have started building inventory for the same, both at the retail and stockist end," said Dabur India Ltd Head of Sales Anshul Gupta.
Anticipating demand in the summer season, Dabur has expanded capacity at its beverage plant at Pantnagar, in Uttarakhand.
"In addition, a new unit has been set up in Indore for beverages and in Jammu for aerated fruit beverages to gear up for the summer demand," he said.
Coca-Cola India said it is always attuned to market dynamics and consumer preferences and is also ramping up production.
"As the summer season approaches, we are adopting a segmented approach and strategically ramping up distribution to stay connected with our consumers and embrace this time of year," said a Coca-Cola India Spokesperson.