ALL

Industry & Competitive Context Mirinda is an orange-flavoured fizzy drink owned by PepsiCo and sold in India by PepsiCo India. Mintel's India research reported that 63% of consumers aged 18–24 had consumed at least one fizzy drink in the three months to June 2016, rising to 68% of the student population, whom Mintel identified as Mirinda's core target audience. Mintel also described young people as the largest consumers of carbonated soft drinks in India. Youth is therefore t