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Parle Agro re-enters carbonated beverage business with Café Cuba

DBR Staff Writer Published 25 September 2013

India-based Parle Agro has re-entered into carbonated beverages business with the launch of its new coffee-flavored aerated beverage Café Cuba.

Parle Agro had sold its carbonated beverages business to Coca-Cola and had also entered into a non-competition agreement that restricted it from entering the business till 2003.

The company has invested around INR1.5bn ($23.9m) in infrastructure, of which around 60% was used in facilities associated with the new product.

Commenting on the launch, Parle Agro joint managing director and chief marketing officer Nadia Chauhan said, "We have almost doubled our sales and distribution infrastructure and capacities for this new category of beverages."

Parle Agro claims that the new Café Cuba is a combination of roasted coffee beans and carbonated fizz.

Currently, the company has around 14 plants that will manufacture the new coffee-flavored aerated beverage in India.