Cocofly slashes price & unveils new packaging; to launch new in-store communications

With a term vision of building F&B brands for 21st century India, Nilgai Foods launches new packaging in BPA free plastic bottles for its packaged coconut water brand, COCOFLY. The 200ml resealable bottle of 100% pure coconut water will also be available at a slashed price of only Rs.20/-. The company is planning to engage new in-store communications specially in general trade.

Abhay Jaiswal, Co-Founder and CEO of Nilgai Foods Pvt. Ltd. said, “As the global packaged coconut water consumption looks to touch a new high of $4 billion on the back of increasing awareness of its health benefits, sugar laced dietary choices have created a health epidemic in India leaving 15% of our people with or at risk of diabetes. We realized that the relatively high price of coconut water is the real barrier towards its mass adoption in the packaged drinks category. A 200 ml coconut water drink in packaged form or from the road side vendor costs about Rs. 35-40 to the consumer, whereas packaged juices of similar volume cost around Rs. 20., which means the consumer today has to pay a premium of 80% to switch to coconut water from sugar laden juices and nectars. Now for the first time in India, we have reconfigured the supply chain and also figured out a new method of processing coconut water that dramatically reduces its cost to the consumer. The new COCOFLY is being launched at Rs. 20/-for the same 200 ml quantity per pack so that it can be adopted by consumers at a mass scale. This new product embodies the core belief of COCOFLY, which is to make the goodness of natural coconut water more accessible to everyone across the country.”

In the recent past, Nilgai Foods Pvt. Ltd. management team noticed a dramatic interest from the international markets such as Africa, Middle East and Western Europe (UK & Russia). In order to maximize the reach, it's also selling through Patanjali's franchisee stores while intends to focus on tapping institutional sales