Sunday, March 10, 2013

Tzinga - MDI Energy Drink Startup in India

Tzinga is an energy drink manufactured by an Indian startup company Hector Beverages Private Ltd. The startup has a manufacturing facility out of Gurgaon and has investments from N. R. Narayana Murthy's venture capital fund, Catamaran Investment Private Ltd. along with Footprint ventures and four angel investors.

An energy drink startup in India.

In, India we mostly consume only areated drinks. Energy drinks are kind of very rare to see if you consider both urban and rural landscape. So far I have come across a very few energy drinks – RedBull, Tzinga, Could9, Rio etc. 

Tzinga wants to be the giant killer in energy drinks

This FMCG start-up is taking on the likes of Red Bull and Coca-Cola in a brand new, fast growing segment. Can it go the distance

In the entrepreneurial landscape, strewn with software services start-ups evangelising the cloud or internet retailers anxious to become the Indian Amazon, Tzinga stands out as either a quaintly old-fashioned idea or to the risk-averse, inspired madness.

This is partly because its founders decided to launch a beverage practically out of thin air, with their own savings and without any backing from a beverage biggie. By doing so, they have waded into a space that instantly pits them against the leviathan of energy drinks, Red Bull.

Not surprisingly, it’s the role of an underdog the company has decided to embrace — Tzinga’s parent company is called Hector Beverages, after Hector of Troy from Greek mythology, who walked out to battle Achilles, considered a superior fighter. “Where we believe is going to be a departure in our case is that we know of Achilles’ heel. We know the fundamental shortcomings of existing beverage players — their inertia, smugness and their commitment to status quo,” the website says, with endearing cockiness.

You can actually picture Dietrich Mateschitz, the Austrian co-founder of Red Bull, choking with laughter while reading this. Red Bull, after all, is a company that invented this space — one in which beverages, by and large, have as much caffeine in them as a cup of coffee. Last year, it posted $5.2 billion in sales and about $800 million in profits, growing 11 per cent during one of the worst slowdowns in global history. In India, it is the undisputed champ, accounting for about 80 per cent of sales in a Rs 350-500-crore energy drink market that is growing at about 25 per cent annually, according to industry experts.

Mateschitz’s epiphany occurred when, as a marketing manager responsible for selling Germany’s Blendax toothpaste (a P&G-acquired brand) in the mid-80s, his travels took him to Thailand. Apparently, Mateschitz was so stricken with jet lag that he relied on a local tonic called Krating Daeng (loosely translated as red gaurs) to help him—as well as fleets of Thai truck drivers — stay up. Mateschitz was impressed enough with the drink to convince the drink’s originator, Thai businessman Chaleo Yoovidhya, to get into a joint venture. Both invested $500,000 for 49 per cent stakes each. Additional ingredients were added to the drink and Red Bull was born.

A chance encounter
Tzinga did not have such impulsive roots. After all, founders Neeraj Kakkar and James Nuttall were part of Wharton’s MBA programme, which ostensibly didn’t recommend forking out large sums of money on instinct alone.

Kakkar and Nuttall bumped into each other on the first day of classes, while dropping off their two-year-old children at the same playgroup. Kakkar, 38, is a long-time Coke hand. “All I wanted to do was become chairman of Coke worldwide,” he says with a sheepish grin. Nuttall, 35, is a packaging expert from Dow. The two hit it off instantly. “Usually, I try to keep my packaging nerdiness to myself but Neeraj couldn’t get enough of it. That day, we joked we should make a company out of it,” says Nuttall. The two then hardly met over the next six months.

When they eventually buckled down to exploring opportunities, they zeroed in on a hot area—lucrative functional beverages such as sports drinks, ready-to-drink teas, energy drinks and enhanced water. Soon, it was clear the real action would probably take place in the nascent energy drinks market in India.

Nuttall, it turns out, became the group’s secret weapon — he is primarily responsible for Tzinga’s competitive advantage in India due to his expertise in flexible packaging which utilises less material and has a lower environmental impact.

Though unearthing a hidden opportunity through due diligence and research can be a heady affair, the adrenaline actually starts flowing when one has something significant to lose. For Kakkar and Nuttall, who received full-time offers from McKinsey and Bain, respectively, the opportunity cost confronting them was approximately $200,000 each. “We put our backs against the wall. There was no way out,” says Nuttall.

That sum grew substantially when they yanked whatever savings and pension plans they had to bootstrap the business. Nuttall sweet-talked his wife into allowing him to use the family credit card to fly to Monaco to meet a vendor well-known for flavour development. (It took 500 attempts to arrive at their first winning formula). By then, Kakkar convinced ex-Coke colleagues Suhas Misra and Neeraj Biyani to join the gamble. The team’s depth of experience won over private equity firm Footprint Ventures, which pumped Rs 15 crore into the firm in seed funding. Narayan Murthy’s Catamaran Ventures invested another Rs 15 crore. “Here was a team that was fairly complete and well prepared, something you very rarely see in the FMCG (fast-moving consumer goods) space,” says co-founder of Footprint, Josh Bornstein.

Building momentum
Within merely two years of opening a factory and launching the product, Tzinga is a ubiquitous presence in the fridges of kirana stores in urban India, churning out about a million of its utilitarian pouches a month from its Gurgaon factory. It supplies about 45,000 outlets in 45 cities across 22 states. Kakkar says Tzinga is a clear leader in markets such as Bangalore, Hyderabad, Goa and the Northeast, but lags Red Bull in Pune and Mumbai. Thanks to Nuttall’s expertise and obsession with flexible packaging, Tzinga has a clear edge in pricing: Rs 25 for a funky, 200-ml pouch, against Rs 85-100 charged by the competition.

Yet, this is the beginning of a long road. “You may be a great brand but a lot of marketplace success depends on distribution reach,” says Ankur Bisen, president, retail and consumer products at Technopak Advisors. “Also, returns don’t happen that quickly. You need deep pockets, sustained effort and focus to become successful,” he adds. “This is not like e-commerce, where with Magento open source software or the likes of it, you can get your website and, therefore, your basic business proposition, up and running,” says Footprint’s Bornstein.

To alleviate the challenges of sales and distribution, Tzinga’s sales agents have been given tablets with inbuilt GPS systems that optimise their kirana store routes for the day. They can also send real-time sales reports and take photos of the stores to ensure their products, as well as marketing paraphernalia, are being displayed appropriately.

Energy pitfalls
Still, distribution might not turn out to be the company’s most serious concern. Recently, a few energy drink companies in the US were caught in a maelstrom of controversy. 5-hour ENERGY, a caffeine-saturated ‘shot’ that comes in a bottle a little bigger than your thumb and one that made monk-turned-entrepreneur Manoj Bhargava vault onto the Forbes list of billionaires, has been linked to the deaths of people with heart problems due to caffeine toxicity, though nothing has been conclusively proven. Ditto for Red Bull competitor Monster Energy. Both companies have staunchly denied these allegations.

Being embroiled in such a controversy is the last thing a fledgling company such as Tzinga needs. Meanwhile, the knives are already out for energy drinks in India. A recent survey by the Associated Chambers of Commerce and Industry of India states 71 per cent of adolescents in urban centres of India consume energy drinks, often leading to seizures, diabetic hazards, cardiac abnormalities and behavioural disorders. With its brand primarily catering to a hip, young image, as depicted on its website, Tzinga needs to ensure it doesn’t find itself in the line of fire if its products are used inappropriately.

Then, there is the spectre of a brand with deep pockets capsizing a newbie. The Indian landscape for energy drinks is fast getting crowded. Six months ago, Coca-Cola had launched its energy drink Burn. Other energy brands trying to jostle for space are PepsiCo’s Sobe, Power Horse and Goldwin Healthcare’s Cloud 9. Cunningly entwining energy drinks subconsciously with sex are JMJ Group’s XXX, as well as the recently-launched KS E, from the stables of Raymond’s Kamasutra brand. However, the real monster in the cupboard is, well, Monster. The Rahul Narang group has been in negotiations to bring the US brand to India. After its 2002 launch in the US, decades after Red Bull, the brand has already grabbed 29 per cent market share. There’s no saying what could happen if it decides to take a plunge into the Indian market with serious intent.

For now, though, Tzinga is the flavour to beat, not just for its undeniable value proposition in a Rs 25 energy drink, but also for its daring, infectious earnestness and down-to-earth values.

EXPERT TAKE: Josh Bornstein

An FMCG business is not the easiest venture to start. It can be very difficult for a start-up to hire the right talent and manage operations across the country. In India, distribution is the most important factor in eventual success. India is not like the US, where a company can land a deal with 7/11 or Walmart and reach a wide audience. Here, the retail landscape is very fragmented and there is intense competition for shelf placement.

When we look at companies in the FMCG space, we look at the complexity of the business, annuity, revenue streams and an ability to build brands. When I say annuity, what I’m referring to is if our customer is drinking our product every day or every other day and not once in a month or a few times a year.

The real challenge from the economics of the business is essentially, ‘How do I price a product with mass appeal, yet reach the point of sale at the lowest cost so you can make money?’ The guys at Tzinga have done a wonderful job of developing a product that has potential to meet all of these criteria.


Surfeit of Energy

Coolest Start-ups: Hector Beverages, the maker of Tzinga energy drink

Neeraj Kakkar, Suhas Misra, James Nuttall, Neeraj Biyani
Employees splash the energy drink on the bicycle-riding founders Kakkar (in front), Misra (centre) and Nutall Photo: Shekhar Ghosh/
LOCATION: National Capital Region
BUSINESS: Functional Beverage
FOUNDED IN: October 2009
LED BY: Neeraj Kakkar, Suhas Misra, James Nuttall, Neeraj Biyani
COOL QUOTIENT: A great-tasting energy drink with a crazy name

Ask Bala Dutt Sharma what the favourite beverage of customers is at the canteen he runs at MDI (Management Development Institute), Gurgaon, and he replies: "Tzinga." He is not being facetious. The weird-sounding word is, indeed, the name of an energy drink made by a start-up whose own name is equally intriguing, Hector Beverages.

The company was the outcome of a meeting between Neeraj Kakkar and Suhas Misra in 2009. Both had previously worked with Coca-Cola India, Misra till 2006 and Kakkar till 2008.

"We connected well over our shared passion for beverages and started discussing how India lacked a good option in functional beverages," says Misra, now Hector Beverages' Chief Marketing Officer. "As the night ended, we were both sure of our next move."

They put in their own funds, and began scouting boutique research and development firms in Europe for a "magic" formula that would provide an affordable energy drink that "did not taste weird", as Misra puts it. "The trick was in getting the taste, price and packaging right," he adds. They finally settled on one such formula, adding their own touch to it with natural ingredients such as lemon and ginseng and choice fruit flavours - all three variants of Tzinga taste of different fruit. They also expanded their team.

Kakkar brought in James Nuttall, a batchmate at Wharton. Nuttall, who had worked on flexible packaging technologies at Dow Chemicals, joined as a co-founder, while Neeraj Biyani, another former Coca-Cola employee, became the fourth co-founder. Biyani took one sip of Tzinga while it was still being tested and liked it so much that he, too, jumped in to the venture.

Another major source of support was Shripad Nadkarni, again formerly with Coke, and since then co-founder of MarketGate, a marketing consultancy, who helped with go-to-market strategies, apart from investing in the company in his personal capacity. While the co-founders together put in Rs 2 crore, they got another Rs 3.5 crore from angel investors and Rs 30 crore from venture capital funds Footprint and Catamaran.

Kakkar says energy drinks in India are projected as premium products and consumed mostly by athletes, gym enthusiasts and socialites - rarely by the average citizen. They are costly, primarily due to high import duties. Thus Red Bull, which controls almost four-fifths of India's energy drink market, costs Rs 95 for a 250 ml can. Tzinga, in comparison, produced locally, costs Rs 25.

Hector Beverages is now expanding, as demand for Tzinga rises. It is already the top-selling energy drink in Goa and the north-eastern states, and the founders plan to increase its presence in the country's top 30 cities. It has a manufacturing facility at Manesar, near Gurgaon, and will soon start another one close to Bangalore.

The Manesar plant can produce 170,000 cases of 12 packs each a month. The new one will be bigger, with a monthly capacity of 500,000 cases. The founders refuse to disclose revenue or profit numbers, but say Tzinga currently sells a million packs a month. Having relied so far only on word-of-mouth publicity, Tzinga will now also launch a television campaign, says Kakkar.

The founders are well aware that they are up against formidable odds. Their zany website itself states: "Hector Beverages is a foolish idea. A new entrant, in an unproven space, out to take on giants with the deepest of pockets." It adds that even the company name, Hector Beverages, reflects their situation - according to Greek mythology, Hector, the Trojan prince, was killed by the Greek warrior, Achilles.

But history need not repeat itself - Hector may well prove a winner in the 21st century. The energy market is already at Rs 500 crore and growing at 40 per cent a year. "We know that Achilles does not have the most powerful heels," says the website.

Manufacturing Plant : Manesar , Hosur 

T-ZINGA Energy Drink Advertisement

Source : Rajiv Rao, Shamni Pande,,
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