The Indian beverage market is chiefly composed of milk, tea, coffee, bottled water, carbonated soft drinks, fruit beverages, distilled spirits, beer, wine, and others (see Exhibit 12 ). consumers in different parts of the country had different tastes and preferences. The middle class was the biggest consumer of beverages. Consumption in rural areas had stagnated as a majority of the rural population depended on agricultural products. Also, most of the advertisements were targeted at the urban population living in cities, and very few advertisements targeted the rural market.