Lahori Zeera: disrupting Pepsi and Coke in India with Indian masala

What is it about?

Lahori Zeera, a cummin-infused fizzy drink, had achieved huge success, capturing significant market share in Tier 2 and Tier 3 Indian cities, outpacing global cola majors with its distinctive cumin-based flavour. It needed to build on its early success, and hence the brand now faced a strategic crossroad: Should it expand nationwide, compared to the current focus on the northern parts of India? The decision is further complicated by intensifying competition from both multinational cola giants and agile local imitators, and it needs to choose whether to reinforce its ethnic, functional positioning or repackage itself to appeal to urban, premium consumers.

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