Heatwave drives surge in beverage and airconditioner sales in Northeast

Kajol Singha

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Guwahati: The Northeast region of India has been grappling with unprecedented heat since April 2024, registering the highest minimum and mean temperatures since 1901. During this period, the beverage and air conditioning industries have recorded a notable surge in sales.

As the scorching heatwave continues to grip the region, companies manufacturing cola, beverages, ice creams, and other hydrating products have witnessed a steady rise in demand. Reports indicate that beverage giants such as PepsiCo India and Coca-Cola have seen skyrocketing sales from both in-home and out-of-home consumption in East, North, and Central India.

PepsiCo India, which produces popular brands like 7UP, Nimbooz, Pepsi, Slice, Mountain Dew, Gatorade, and Sting, has proactively ensured the availability of its products across retail platforms, including e-commerce. "Given the surge in demand, we are making sure our products are available across all retail and e-commerce platforms. This caters to both in-home and out-of-home demand, making it easier for everyone to stay cool and refreshed during the hottest months of the year," said a company spokesperson.

Similarly, Coca-Cola India reported significant momentum in the beverage market as the summer season peaks. The Northeast region, in particular, has seen a marked increase in the consumption of cold drinks and ice creams. A representative from the carbonated soft drinks sector revealed to Business North East that Pepsi sales in the region have increased by 10% due to the unbearable heat. "The rise in temperatures attributed to global warming has had a positive impact on our business," he noted.

The heatwave has also driven up sales of air conditioners dramatically. 

Business North East spoke to a source at Dew Lights in Christian Basti, who noted an increase in sales. "Our sales have surged by around 20 percent," he disclosed. Pankaj Kumar Sharma, Manager at Assam Investment and Construction located in the Electrocity zone in the city, told Business North East that there has been a 30-35 percent increase in air conditioner sales since April compared to the previous year. With temperatures continuing to soar, several companies have said they are maintaining ready inventories to ensure continuous supply.

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Kajol Singha