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Investment 2016-06-13

How this drink balances the daily stress of life

According to the Canadean consumer survey, 60 per cent of Indian consumers are now looking for a beverage that aids relaxation.

By Deputy Features Editor
How this drink balances the daily stress of life

In the last two decades of the twentieth century fast-pace and high-stress tendencies have been recognised in modern lifestyle. And, in recent years the need for stress relief has been recognised globally leading to a noticeable lifestyle shift where consumers are now seeking products that support a balanced, active yet relaxed lifestyle.

Like any other country, India has a prominent culture of relaxation and mindfulness techniques; and ayurvedic herbal-based products have formed a key part of diets in the country for centuries. However, according to the Canadean consumer survey, 60 per cent of Indian consumers are now looking for a beverage that aids relaxation, 85 per cent plan to make active attempts to reduce stress and 72 per cent are looking to find new ways to relax.

Global premium relaxation drink Tranquini® which has marked its entry in South Asia by launching its products in India last month is seeing India as one of the most important beverage markets globally.

The company which was started in April 2015, is available today in 24 countries across three continents.

The entry into India supports Tranquini's global growth strategy. The company has produced Tranquini locally to satisfy the local demand in India and the rest of South Asia. This is its first manufacturing base outside of Austria, where Tranquini is headquartered.

Started by Founder and Chief Relaxation Officer, Ahmed Elafifi, to offer a unique lifestyle proposition developed in response to the increasing consumer demand for positivity and to promote relaxed lifestyle that inspires people to be positive and to allow good to happen in their lives.

Tranquini is composed of green tea extract, chamomile and lavender– natural ingredients that are scientifically proven to reduce stress and relieve anxiety– without causing drowsiness.

“Tranquini offers a strong proposition and is leading the new relaxation beverage category by appealing to a consumer need for a more relaxed and positive lifestyle. We have seen a positive response to Tranquini in the countries in which we operate and are thrilled today to announce our entry in India, which is a very important market to our business portfolio and that will significantly expand our presence in this thriving and growing marketplace,” shared Ahmed Elafifi– Founder and Chief Relaxation Officer, Tranquini.

Tranquini can be enjoyed at any time of day and is specifically recommended to balance out those little stresses that come our way daily; to enhance moments when you are already engaging in relaxation-inducing activities; and to provide mental relaxation before an important performance such as speaking in front of a large audience or before a key business meeting. Tranquini helps to promote physical relaxation after periods of high intensity and adrenaline, such as after work, a night out or adrenaline sports.

“India is a growing country dominated by youth who have a faster pace of life than ever before. The number of people who suffer from insomnia, stress and fear is constantly growing and its affect is making a large impact. Tranquini is scientifically proven to reduce stress and relieve anxiety – without causing drowsiness. We will first launch Tranquini in the western region covering markets like Mumbai, Pune & Goa and by the second half of the year our products will be available across the country,” added Ahmed Elazizi – Vice President for Middle Near East and Africa region at Tranquini GmbH and Country Director at TRANQUINI INDIA Pvt. Ltd.

At present, two variants of Tranquini will be available in India- Tranquini® Original, boasting a pleasant fruity flavour and Tranquini® Jade, a new unique flavour that contains green tea notes, both priced at Rs 95 for 300ml can.

The Tranquini products can be found in modern retail chains, supermarkets, stand-alone self-service stores, cafes, restaurants, multiplexes, airports, clubs and high-end traditional trade. 

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