PepsiCo India renews partnership with multiplex chain PVR

KOLKATA: PepsiCo India has renewed its partnership with multiplex chain PVR Ltd for five years whereby the company will sell its carbonated soft drinks, health drinks, beverages, packaged juices and water exclusively at the 166 cinema screens spread over 22 cities across India.

With this, PepsiCo India strengthens its position as a food and beverage player in the organised multiplex category. Over the last 15 years, the partnership has evolved from a traditional supplier relationship and both the companies have undertaken joint promotions around Cricket world cup and other events.

PepsiCo says the partnership will help strengthen PepsiCo India's efforts in garnering consumer insights, feedback and trials for new product development and engagement ideas.

""With more than 25 million footfalls in 2011-12 and an increasing pan-India presence, this association further consolidates our presence across the organised multiplex category. PVR is a valued strategic partner and will play a pivotal role in building scale, visibility and greater consumer engagement opportunities for our beverage brands,"" says Praveen Someshwar CEO India Beverages, PepsiCo India.

PVR is a major player in key markets such as the Delhi-NCR, Bangalore, Punjab and Mumbai, and has plans to scale up presence to 500 screens by 2015.

With food and beverages being the most profitable business for the multiplexes and PVR seeing close to 25 million footfalls in 2011-12, the partnership is well poised to take a clear head start in leveraging opportunities for further consolidating their leadership of the market.