The Indian Beverage Association (IBA), the industry body representing India’s non-alcoholic beverage sector, has appointed Cumulus as its official communications and public relations partner. This appointment aims to amplify IBA’s industry presence, create greater public engagement, and support its advocacy initiatives.
The Indian Beverage Association serves as a collective voice for players in the non-alcoholic beverage sector including producers of carbonated drinks, juices, bottled water, and dairy-based beverages advancing the industry’s interests and promoting best practices.
Cumulus will spearhead a comprehensive national campaign positioning IBA as the definitive voice for the sector’s stakeholders, including manufacturers, producers, and policymakers alike while highlighting IBA’s dedication to addressing industry challenges and leveraging growth opportunities.
JP Meena, Secretary General, Indian Beverage Association (IBA), said, “The non-alcoholic beverage sector is a key contributor to India’s economic growth and innovation landscape today – it is poised to make India a global hub. We believe that the time is right to enhance our efforts towards strategic communication with our stakeholders and drive awareness. Following a multi-agency pitch exercise, we found team Cumulus to be the right partners who share our sensibilities and long-term approach. We are assured that Cumulus’ expertise in creating impactful dialogues will make our communications outreach effective.”
Reena Sharma, CEO – Cumulus, said, “Partnering with the Indian Beverage Association marks a proud and exciting new chapter for us. This win is a fantastic opportunity for us to learn from the best of industry experts and bring the non-alcoholic beverage industry’s vision to life with a compelling narrative that celebrates its present impact and its tremendous future potential.”
