Nimbooz is a packaged fresh lemon juice offering from the fold of Pepsico India. It is available in three different formats – Tetra pack, Glass bottle and a plastic pack, all at very affordable rates. 
Indians, traditionally like to quench their thirst by drinking lemon juice. It is very common to notice road side vendors selling lemon juice in India during summer. Having identified this ‘Indian trait’, Pepsico has positioned Nimbooz as an ‘asli Indian drink’ i.e. a drink that is truly Indian. Naturally, all communication through ads & TV commercials try to highlight that ‘asli Indian’ aspect.
Also, Nimbooz is trying to be a substitute to the ‘unhygienic’ lemon juice sold at the road side stalls. Pepsico’s official link on Nimbooz highlights four major advantages of the brand:
- Locally relevant taste preferred by Indians over carbonated drinks
- Conveniently priced at 10 & 15 rupees
- It is available nationally, thanks to Pepsico’s robust distribution back end
- It is prepared hygienically
Nimbooz commercials, in the past have depicted situations where Indians get thirsty. They then quench their thirsts by drinking Nimbooz. Sounds simple to me and it is actually very good on Pepsico’s part to show case situations which are closer to reality for Indians.
Estimates suggest the market size of lemon juice to be twice that of carbonated drinks. Most of it is untapped and unorganized though… LMN from Parle Agro, Nimbooz from Pepsico and Minute Maid Lemon have plunged into that market. I think it is no brainer to state that all three brands will grow big in years to come.
Poor People do not drink Nimbooz. Also, you can squeeze two lemons and make a better tasting drink for 2 bucks. Nimbooz has a clear cut market segment which includes people who dream of a certain lifestyle that is presented in these drink who do not have any time. The do not even closely resemble the taste of a real nimbo pani.
The water used by these makers have been suspected in the past of having pesticides. so much for being hygienic.
A very clever way in Indian markets is to have people blindly hand over a particular drink. Chalta hai attitude. That is how our favorite drinks like mangola was systematically being killed. Unfortunately they just could not kill thums up.
Ofcourse, based on the success its possible to summarize all their strategies in marketing terms like the 4ps etc. However, India 4ps are a bit different.