New Delhi: The Indian Beverage Association (IBA), the leading body representing India’s non-alcoholic beverage sector, has appointed Cumulus as its official communications and public relations partner. This strategic partnership aims to bolster IBA’s presence in the industry, enhance public engagement, and support its advocacy efforts to promote the sector’s growth and interests.
The IBA, which represents a wide range of beverage producers including those involved in carbonated drinks, juices, bottled water, and dairy-based beverages, plays a pivotal role in advancing industry standards and promoting best practices. As IBA’s communications partner, Cumulus will spearhead a comprehensive national campaign, positioning the association as the definitive voice for stakeholders such as manufacturers, producers, and policymakers. The campaign will emphasize IBA’s commitment to addressing industry challenges and unlocking new growth opportunities.
JP Meena, Secretary General of the Indian Beverage Association, commented, “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.”
On this significant partnership, Reena Sharma, CEO of 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.”
Aligned with IBA’s commitment to shaping impactful policies, Cumulus will play a crucial role in enhancing the association’s reputation as a trusted advocate for the non-alcoholic beverage industry, driving sustainable growth and promoting a forward-thinking approach within the sector.
