Decisio
Reading the commercial model.
Sample Business
NOVA Beverages India · Aug 2026
Sample Business
NOVA Beverages India · Aug 2026
Decisio
Reading the commercial model.
Business Explorer
Which categories are attractive, where share is moving, and which state-category cells deserve investment.
Which categories are attractive — and is NOVA strong there?
On a phone, use the ranked table beneath. The matrix is built for a wider reading surface.
Energy Drinks is the category where market growth is outrunning NOVA.
Carbonated Soft Drinks is the offset — share is rising in a slower pool.
Right-to-win is share plus growth, not size alone. A growing category with falling share is a different decision from a slow category with rising share.
Invest where attractiveness and strength overlap. Do not fund share loss with blanked-out spend.
Where are we gaining or losing share?
Is category growth stronger than NOVA growth?
State-category opportunity
| State | Category | NOVA share | Category growth | NOVA growth | Dist. gap |
|---|---|---|---|---|---|
| Maharashtra | Energy Drinks | +22.0% | +53.9% | +16.7% | −1.6% |
| Tamil Nadu | Energy Drinks | +22.0% | +56.7% | +18.8% | −7.1% |
| Uttar Pradesh | Energy Drinks | +22.0% | +46.4% | +11.1% | −8.5% |
| Delhi NCR | Energy Drinks | +22.0% | +47.8% | +12.1% | −7.2% |
| Karnataka | Energy Drinks | +22.0% | +48.9% | +12.9% | +4.0% |
| Gujarat | Energy Drinks | +22.0% | +44.2% | +9.4% | −8.1% |
| West Bengal | Energy Drinks | +22.0% | +44.2% | +9.4% | −13.6% |
| Telangana | Energy Drinks | +22.0% | +47.6% | +12.0% | +15.2% |
| Andhra Pradesh | Energy Drinks | +22.0% | +44.2% | +9.4% | −14.7% |
| Tamil Nadu | Water | +15.0% | +8.6% | +12.5% | −12.5% |
| Maharashtra | Water | +15.0% | +5.7% | +9.5% | −7.5% |
| Kerala | Energy Drinks | +22.0% | +44.2% | +9.4% | −16.1% |
Distribution gap
Numeric distribution gap is category reach minus NOVA reach. A wide gap in an attractive category is a coverage decision, not a demand decision.
Category market ₹2,102.0 Cr across fictional competitors Alpha Beverages, Vertex Drinks and Orion Refreshments.