To be able to capitalize the huge market for sugar-free segment that has developed in India, soft drink maker, Pepsi Co India came out with a new diet cold drink. Pepsi Max is going to be the name of the cola drink.

25-35 year old are going to be the target audience for the drink.

The main idea behind launching this drink was to expand its product portfolio in India Ad also to be able to make a newer market for the sugar-free drinks in India.

Max will be made available from August 6 and will come in a pet bottle. The price of the same is going to be Rs. 25.

As of now, Pepsi has kept aside $600 million for expanding itself in India. The plan was announced last year.

Talking about this, Punita Lal, executive director (Marketing), PepsiCo India said that the introduction of Max is going to be a defining moment and since the target audience of the same is young generation there is a lot of scope to experiment.

Punita further added that the aim of Pepsi was to provide an element of sustainability which also covers health in a proper way.