Coke India Now Offers Localized Beverage Options

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.