P4Life firm snaps up Future Choice Beverages Company

P4Life has acquired company Future Choice Beverages in an undisclosed deal

P4Life, which is based in Noida, said the deal comprises an initial sum, with a further acquisition sum if financial performance targets are met.
P4Life offers a range of products including packages drinking water, soda, premium drinking vitamin water, premium drinking alkaline water, flavored water, juices and soft drinks.

The spokesperson at P4Life said the Indian beverages market had shown "strong growth" in recent years.
Further he said drinking consumption has become more mainstream, with consumers seeking "more differentiated drinking experiences."

A statement from P4Life added: "Future Choice has been well placed to capitalize on this trend as its products enable outlets, including hotels, pubs, clubs and restaurants to provide consumers with high quality drinks efficiently and consistently.

"As a result, the Future Choice brand has achieved a high level of recognition and strong relationships with its customer base, supported by a number of marketing initiatives and its well deserved reputation for quality products and creative innovation."

Brand recognition

Future Choice, which had significant sales revenue last financial year, is predominately in the North Indian territory but does have fledgling business units established in the states of Rajasthan, MP and Goa.

P4Life will seek to use its routes to market, as well as its branding and marketing expertise, to increase Future Choice presence and brand recognition.
Future Choice will now continue to operate under P4Life’s ownership, and at the same time to strengthen the holding in Indian beverages industry, the spokesperson at P4Life added that they are in talking terms to further acquire more beverage companies.

The company is soon to start production at its new Rudrapur and Lucknow manufacturing plant.

P4Life chief executive Karan Arora said: "We are delighted that Future Choice will become part of P4Life. We believe that Future Choice has created a unique niche in a growing market and together we can drive exciting growth in a new sub category.

"We have a proven track record of acquiring and developing high growth brands. Under our ownership we believe Future Choice is even more strongly positioned to take advantage of a number of exciting growth opportunities."

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