Mumbai: Tata Global Beverages (TGB)’s premium natural mineral water brand, Himalayan, will now enter the US market in a phased manner, through an agreement signed by its subsidiary with Talking Rain Beverage Company®, the maker of Sparkling Ice® flavoured sparkling waters, to distribute and market the brand. This makes Himalayan, which is backed by the trust and credibility of the Tata brand, one of the first premium Indian FMCG brands to target the broader American audience. This agreement will give Himalayan the benefit of Talking Rain’s extensive go-to-market and execution capabilities in the US, which synergise well with TGB’s product expertise and marketing capability. The premium end of the water market in the country is growing rapidly and Himalayan is well positioned to leverage the growth in this segment.
Himalayan water is a premium source water, from a pure and pristine underground moving stream aquifer, which is about 400 feet below the surface, in the foothills of the Himalayas. Every drop travels through layers of rock, sand and silt for over 20 years. These layers act as natural filters and, during this journey, allow the water to pick up essential minerals from which it acquires its unique composition and taste.
Himalayan is currently available in India and Singapore. The brand recently launched a Sparkling variant in select markets in India and is piloting its flavoured water, Orchard Pure, in the Delhi/NCR region.
Ajoy Misra, managing director and CEO, TGB, said, “We’re happy to be partnering with Talking Rain Beverage Company® for a phased launch of Himalayan in the US market. The strength of their distribution network and category expertise will help the brand make a strong foray into the US market. Himalayan is a key part of our functional waters portfolio. We believe in the product’s potential and are confident it has the attributes to become a global premium brand. The brand has been making steady progress in India and we are expanding its reach and strengthening the product portfolio”.
“We are proud to announce a strategic alliance between Talking Rain and Tata Global Beverages,” stated Marcus Smith, president of Talking Rain Beverage Co. “Since 2012, we have worked diligently to create a strong and strategic direct-store-delivery distribution network, comprising more than 300 distributors covering every county in the United States. We are thrilled that the groundwork laid by the company and our distributor and retail partners has allowed the opportunity for a partnership of this kind, and we look forward to playing an instrumental role in the successful US market entry for Himalayan natural mineral water,” Mr Smith added.