Overview: Market for Powdered Health drinks in India:

Health Drink market:

The Indian market for powdered nutritious drinks is untapped for non-health category (meaning except the drinks which goes with hot milk like Boost, Horlicks, Bournvita etc) the complete market is virgin and is at very nascent stage. If your product is served cold or with ICE, it needs to be flavored to fit to a hot drink category to target the 90% market. Below 10% market is for cold health drinks- which can be in fruit flavors or in packets which are instant to serve.

Tea market:

If I have to really analyze the market, there would be companies having or serving hot drinks have better share (take Barista, Cafe cofee day, Costa Cafe, or any other coffee marketer) is a success here. But the cold nutrition drink includes all biggies here without a substantial focus and market share on this product line. In the Tea market, we have all the big names of Tea business and dip tea is not commonly accepted brand in India. People out here prefer tea leaf to be boiled and flavoured in Ginger or Elaichi with rich milk component. if you can prepare a product which has got at least 3 basic flavours for Tea, the marketing would be not a problem as the market is big for under instant tea segment.

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