With this new launch, the company is expecting better sales volume during this season as summers and festivities are the best time to indulge in a variety of drinks in order to stay cool, refreshed, and hydrated.
“For our highly popular Summer Cooler range, we already have Badami Brahmi, Rose, Jeera Shikanji, Khus, Orange and Thandai Kesaria flavours available under the Sharbat domain. Now we are venturing into milk range with these variants. We have launched these flavours; strawberry, choco and banana in our flavoured milk range considering the Indian taste palate for summer drinks. Consistent market feedback has helped us a lot in developing this portfolio. Covid-19 gave us a setback in our sales for quite a sometime during the pandemic. But, during the financial year 2021-22, sales numbers started falling back to track with growth. For this Financial Year, we are expecting growth of 14% as compared to last year,” said Manish Aggarwal, director, Bikano, Bikanervala Foods Pvt Ltd.
For their summer cooler range products, the majority of their sales start from February and stay till August. As the season changes after that, most of the consumers do not prefer to have cold drinks during winter. This is the time when the company starts witnessing reduced sale numbers for their beverage section. Keeping in mind the inflation, Bikano has reconsidered their prices for the complete summer cooler range.
“Summer is a really important time for us. For our drinks range, we depend solely on weather as our sales peak during summers. Every year, we come up with the launch of a new variant and for that we run promotions and do big advertising online and out of home. It has been observed that consumers spend comparatively high on cool drinks during summers to stay hydrated. Bikano summer cooler range is continuously growing and we have seen a consistent growth of 12% on yearly basis in last 3 years,” said Dawinder Pal, head of marketing at Bikano.