ive years ago, Godrej launched XS as a fruit juice that promised "More Fruit, More Taste". Things, however, didn�t quite work out for the brand and the company has relaunched XS with a new promise. Rather than focus on health, XS now wants to be an "exotic" drink.

Quite a few other things have changed as well. A range of new flavours, different packaging, a new straw with a �fountain effect� and a TVC that tries to build an exotic image, are the elements that Godrej hopes will push the sales of XS northwards.... more