date:Apr 03, 2013
e (US$1.3bn). Accounting for around 40% of the market, it still has some distance to go to reach bitter rivals Coca-Cola, with its iconic Indian brands like Thums Up!, which leads the industry with 55%. According to Technopak, the segment is growing at between 6% and 7% each year, so the gloves are off, and both majors are keen to enlist the biggest names in sport and showbiz to get their message across.
Reports suggest that PepsiCo expects the IPL to be worth five to six times its initial inve