The alliance to market hot and cold beverages in the country, between the Hindustan Lever’s marketing alliance and Pepsi Foods is under evaluation. This alliance was formed between the two companies three years back to market tea based beverages, and has not done well.
The alliance was expected to do well because of the experience and expertise that both the companies had in this field. But so far, out of all the products that were marketed by them, only Lipton ice tea is said to have registered growth of about 20 per cent. Sources have said that the review of this alliance doesn’t mean that this is going to end, instead it will be reworked.
