From distributor to owner of one of India’s fastest-growing beverage brands
The Narang Group is one of India’s largest beverage distributors. But to create more long-term value, they needed to move up the value chain, from distributing other companies’ brands to building a portfolio of beverage brands of their own.
CO/PLUS helped define that shift by developing a portfolio strategy for Narang Group and building a series of consumer-facing beverage brands for the Indian market. This included O’CEAN, a wellness-focused beverage brand built for India’s urban generation, alongside brands and propositions including O’, a premium natural mixer, Fruit Wave, a fruit-flavoured water, and QUA, each created to capture distinct opportunities across the beverage market.
Across the portfolio, our work included brand architecture, positioning, mission and portfolio strategy, creating clearer roles for the individual brands and propositions while building a stronger overall commercial direction for Narang Group.
The result was a shift from pure distribution into brand ownership, supported by a portfolio designed to build recognition, relevance and long-term value. By developing and owning brands across different parts of the beverage market, Narang Group can now participate in the value creation it had previously only enabled for others.
