India to be growth engine of AMENA region says PepsiCo India CEO

Food and beverages major Pepsico expects India to be the growth driver of its AMENA (Asia, Middle East and North Africa) region and is investing here into capacity building and has plans to foray into new categories, said a top official.

Besides, Pepsico would also continue to work with marketplaces and its backward integration with the farmers on the ground to enhance its reach, he added.

The company is adopting the strategy to cater to consumer interests at different price points with its region specific offers by expanding portfolio.

“We want to be an engine of growth for AMENA (Asia, Middle East and North Africa) region and I believe that we have right to be (that),” PepsiCo India Region President and CEO Ahmed El Sheikh told PTI.

The company is aiming to double its turnover in the next seven to eight years in view of its India growth.

India is a part of AMENA region, which is one of the six zones of PepsiCo globally and had contributed 10 per cent of the total global net revenue.

Besides, Pepsico “would promote small offerings in certain categories in certain channels which are modern trade and e-commerce” as per its strategy.

“The company would have strategy which appeals to the different consumer groups and regions.

The company is witnessing a faster growth in hydration and juices here in comparison to its range of fizz based soft drinks.

“Carbonated soft drinks are also growing but lesser than the growth of juice,” he added.

The company would also reduce fat, sodium and sugar in its products by transforming its portfolio.

Currently, beverages and food items contribute equally in Pepsicos portfolio; however, it expects latter to grow slightly ahead of former in coming years.

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