Friday, June 22, 2018


Sipwise launches What !f range of functional green tea and herb coolers
Saturday, 20 May, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Sipwise, started in the year 2014, has launched What !f, a first-of-its-kind, healthy yet fun product range, comprising green tea coolers and herb coolers. The launch of What !f is a step towards taking the category of functional beverages to the next level. The company’s business philosophy rests on the core idea of differentiation and creating a category in which it aims to establish itself as a market leader.

Priced at Rs 40 for 200ml PET bottles, What !f will be retailed through Nature’s Basket, Hypercity and prominent leading stores in Mumbai, followed by availability in five metros in one year in a phased manner. This will be scaled up by introducing new products in Tier-I cities in the second year.

The green tea coolers include a combination of green tea, blended with the flavour of natural fruits, acerola and Vitamin C that are available in two flavours, peach and green mango. The herb coolers combine herbs, fruit flavours, inulin, vitamins and minerals, and are available in two variants, Calm and Curious.

Brahmi and Ashwagandha, ingredients of Calm and Curious respectively, are known to aid memory and cognition, and other herbs like chamomile and rose hips are known to aid in destressing.

Keeping in line with its mission to provide unique, healthy and innovative functional beverages, Sipwise is the forerunner in introducing inulin, a natural sweetener, which improves gut health and mouth feel in their drinks.

“With product innovation and consumer experience as its business focus, we have spent over two years in product development to give the What !f experience to the consumer in a bottle,” said Harish Mohan, general manager, corporate affairs and business development, Sipwise Beverages.

“Nobody thought that green tea in chilled form combined with fruit flavours would be a possibility. More so with the idea of herbs that are ready to drink in a bottle,” he added.

“We intend to ride on the tide of growing health awareness and aim to become a market leader. We have a target of Rs 50 crore in revenue by 2018,” Mohan said.

The functional beverage market in India is in a nascent stage when compared to the global scenario and is expected to grow between 30-35 per cent (a Red Seer Consulting study) in the next ten years.

The category consists of energy drinks, sports drinks and beverages with fortified ingredients. Sipwise, with its What !f green tea and herbal coolers, envisions to be a first mover in the category, since no other companies offer herbal drinks.

The company will be spending about Rs 5 crore on the launch of What !f, including the marketing expenses.
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