MUMBAI: Looking at increasing its regional footprints in India, drinks major Coca-Cola is making plans to introduce ethnic drinks and fruit juices with an intention to localise two-third of its product portfolio over the next few years.
"The idea is that over a period of time we may have one-third of products which are basically global and two-third of the products which are very local," Coca Cola India and Southwest Asia president T Krishnakumar said.
Coca-Cola India at this time has about 50 in keeping with cent of the drinks comprising native manufacturers like ThumsUp, Limca and Maaza, which were formulated, produced and offered in India.
The corporate had additionally revived its jaljeera logo RimZim last 12 months.
Elaborating on it is plans to launch ethnic drinks, he said, "We realised that every state in India has ethnic beverages. We are trying to identify one or two products in every state. For instance, we are looking at 'nariyal pani'. It is something that we believe is very important. The company would be launching new products in the ethnic beverages category over the next three years."
Coca-Cola globally owns a packaged coconut water logo named Zico, and has started test advertising and marketing the product in India as smartly.
The corporate may be making a bet giant on localisation of fruit juices.
Noting that India is the second-largest producer of end result on this planet, Krishnakumar said, "We have realised that people in India have a huge love for fruits. We have launched a programme named 'Ras Ras Mein India' where we will pick up a fruit in every state and convert it into juice."
In Maharashtra, mosambi (sweet-limes) and santra (oranges) are the most efficient grown end result, so the corporate has launched mosambi. Similarly in Tamil Nadu, it's running on launching Neelam mango.
"This is something where you will see expansion and in the next many years you will find that every state will have a few flavours that are state-led," said Krishnakumar.
Besides, the cola major is working on lowering the sugar content throughout its portfolio by introducing low-sugar and sugar-free variants of drinks preserving in mind the changing client personal tastes.
"So it is important for us to give sugar-free categories of the products... We also realised that some people might say I don't want a full sugar-free product, so we will formulate beverages which I call the light range of beverages which will have slightly less sugar," he said.
The US-based beverage giant may be looking at alternatives in the hydration space.
"We will launch a whole set of beverages which are functional in nature and which will cater to different people having different requirements," said Krishnakumar.
India is the sixth-largest market for the maker of Coke and Sprite aerated drinks and Minute Maid juices.
"The idea is that over a period of time we may have one-third of products which are basically global and two-third of the products which are very local," Coca Cola India and Southwest Asia president T Krishnakumar said.
Coca-Cola India at this time has about 50 in keeping with cent of the drinks comprising native manufacturers like ThumsUp, Limca and Maaza, which were formulated, produced and offered in India.
The corporate had additionally revived its jaljeera logo RimZim last 12 months.
Elaborating on it is plans to launch ethnic drinks, he said, "We realised that every state in India has ethnic beverages. We are trying to identify one or two products in every state. For instance, we are looking at 'nariyal pani'. It is something that we believe is very important. The company would be launching new products in the ethnic beverages category over the next three years."
Coca-Cola globally owns a packaged coconut water logo named Zico, and has started test advertising and marketing the product in India as smartly.
The corporate may be making a bet giant on localisation of fruit juices.
Noting that India is the second-largest producer of end result on this planet, Krishnakumar said, "We have realised that people in India have a huge love for fruits. We have launched a programme named 'Ras Ras Mein India' where we will pick up a fruit in every state and convert it into juice."
In Maharashtra, mosambi (sweet-limes) and santra (oranges) are the most efficient grown end result, so the corporate has launched mosambi. Similarly in Tamil Nadu, it's running on launching Neelam mango.
"This is something where you will see expansion and in the next many years you will find that every state will have a few flavours that are state-led," said Krishnakumar.
Besides, the cola major is working on lowering the sugar content throughout its portfolio by introducing low-sugar and sugar-free variants of drinks preserving in mind the changing client personal tastes.
"So it is important for us to give sugar-free categories of the products... We also realised that some people might say I don't want a full sugar-free product, so we will formulate beverages which I call the light range of beverages which will have slightly less sugar," he said.
The US-based beverage giant may be looking at alternatives in the hydration space.
"We will launch a whole set of beverages which are functional in nature and which will cater to different people having different requirements," said Krishnakumar.
India is the sixth-largest market for the maker of Coke and Sprite aerated drinks and Minute Maid juices.
Coca-Cola bets on coconut water, fruit juices in India
![Coca-Cola bets on coconut water, fruit juices in India]()
Reviewed by Kailash
on
March 12, 2018
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