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Coke India Now Offers Localized Beverage Options

October 28, 2017: 12:00 AM EST
Coca-Cola India’s new president says his company is now catering to the country's beverage preferences with a “hyper-local” range of juices, including multiple pack options, and sparkling drinks. It is testing ethnic flavors in carbonated soft drinks, such as the “jeera” drink “RimZim” and the grape-flavored “Portello.” It is experimenting with flavored hydration drinks, and exploring low-sugar options within its carbonated beverage brands. The company said its new approach is based on the discovery that consumers appreciate customization – now provided by smaller players – and are looking for ethnicity. Coke’s mistake was trying to create a national brand, says T. Krishnakumar.
Ratna Bhushan, "Coca-Cola India to Flavour a Bigger Portfolio with Ethnicity", The Economic Times, October 28, 2017, © Bennett, Coleman & Co. Ltd.
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