PepsiCo India and multiplex chain PVR Ltd on Tuesday said they have extended their partnership by another five years for retailing of the products of the food and beverages major.
"As part of this five year partnership, PepsiCo India will be the official 'Pouring Partner' for carbonated soft drinks, health drinks and juice based drinks, beverages, packaged juices and water at all 166 PVR screens spread over 22 cities across India," the two companies said in a statement.
PVR Ltd Chairman and Managing Director Ajay Bijli said: "The 15 years of association with PepsiCo have been truly fruitful and we aim to take it to the next level by announcing PepsiCo as official 'pouring partner' for carbonated beverages, packaged juices and water at all our outlets across India."
The two companies said their partnership has evolved from a traditional supplier relationship over the years, acquiring new scale and dimension with the launch of integrated marketing programmes around the likes of the 2011 Cricket World Cup.
"Our association with PVR has only grown manifold over the last 15 years. With more than 25 million footfalls in 2011-12 and an increasing pan India presence, this association further consolidates our presence across the organised multiplex category," PepsiCo India, CEO (India Beverages) Praveen Someshwar said.
He said the partnership with PVR will help garner an increasing revenue share of the category over the next five years.