Xotik Frujus’ Jeeru is now J

Beverage company Xotik Frujus has rebranded its popular jeera brand Jeeru as J. 

 

The move is the company’s attempt to acquire a higher share of the ethnic beverage market in India. 

 

The design philosophy of the product tries to encapsulate the persona of the Gen Z and existing customers. With this rebrand, J aims to break through the cluttered beverage market and change the paradigm.

 

Anjana Ghosh, CEO, Xotik Frujus, said, “With J. we wish to completely reinvent the popular jeera masala drink with new age looks and an attitudinal connect with the global India Gen Z or young Indians. With changing consumer habits, experimenting attitude of the Indian consumers today, the new design and vibrant six colours are aimed at creating higher brand recall with a sharper identity amongst new India. Our consumer insight behind this positioning showcases hustling and ambition, empathy, digital nativity, self-expression and creativity being at the core of the youth of India today. These attributes have been instilled interestingly in our creative campaign and brand packaging covering myriad colours which will be seen 1st time for any beverage brand in India. The marketing campaign will include a strong ­­digital led communications to on-ground activations driving trials for J. for the newest masala-soda on the block. Like Jeeru had attained leadership in the category, we hope that in its new avatar, J. will connect with consumers better.”