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Veen plans to enter retail marketing with its new portfolio by 2019-end

The Finnish premium beverage brand plans to go B2C with its new product ranges. Sharing the company’s expansion plans with, Ganesh Iyer, National Sales Head, Veen India, says India is the biggest market for the brand

Finnish premium beverage brand Veen is all set to extend its product portfolio in India. The brand, which normally sells its range of natural water in traditional glass bottles at luxury hotels, restaurants, bars and nightclubs in India, will introduce its variety of Ayurveda water and Nordic mixers to enter the retail space.

The two new brands — Veen Ayurveda and Veen Nordic mixtures —will be packed as ayurvedic spring water and non-alcoholic mixers from Bhutan.

In an interaction with, Ganesh Iyer, National Sales, Head, Veen India, said, “We are first planning to choose the modern trade space for our new product sales and in later years, we can target the traditional trading medium,” said Iyer.

Apart from investing in portfolio expansion, Veen is also focusing on social media marketing. Its campaigns will soon be flashed on social media platforms.

The brand that expanded its reach from 10 to 39 cities plans to reach 20 more by the end of 2019. The company targets to sell more than two million bottles this year, which was one-and-a-half million in 2017-18.

Ganesh Iyer

Speaking about how receptive Indian consumers are in paying high prices for water bottles, Iyer said, “Our consumers are educated about the fact that glass bottled water is a healthy choice instead of plastic bottled water. Every five out of 10 person chooses glass bottled water for healthy consuming.”

According to Iyer, Middle East, China and Russia are the fastest growing markets apart from India.

Iyer said in India, the northern part tops sales, followed by west and south. The eastern part of the country has the least sales.  Iyer said the mineral water range of Veen accounts for 80% sales in India and sparkling water 20%.

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