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As India’s GST Takes Effect, Coca-Cola Launches Cheaper Drink Brands

June 29, 2017: 12:00 AM EST
Coca-Cola sales in India have slowed down as cheaper regional brands chip away at its share of the $2.2 billion market. But India’s new goods and services tax (GST), which went into effect on July 1, is pushing up prices on aerated beverages by as much as 40 percent. Coca-Cola India says the GST will give it “more maneuvering space” as it launches a range of lower-priced aerated drinks to compete with the approximately 50 cheaper – by as much as 20 percent – regional brands. [Image Credit © Coca-Cola India]
John Sarkar, "Coke to offer cheaper soft drinks to take on smaller cos", Times of India, June 29, 2017, © Bennett, Coleman & Co. Ltd
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