In juices, Coca-Cola has brought in a hyperlocal range and multiple pack options, while in sparkling drinks, it is scaling up entry-level packs in 180-ml cans and 250-ml PET bottles, which it believes will bring back consumers. It has also dabbled with ethnic flavours in carbonated soft drinks (CSDs), such as ‘jeera’ drink ‘RimZim’ and the grape-flavoured ‘Portello’.
Besides fruit drinks, it is testing frozen desserts and flavoured hydration drinks. It is also exploring low-sugar options of its carbonated beverages across brands.
The maker of Sprite and Thums Up – the country’s top two aerated drinks – is now pushing localisation to the last mile. “We’ve said we will convert every mango grown in the country into a beverage. There’s this consumer trend where people like to relate to what they are drinking — we’re trying to capitalise on it,” Krishnakumar said.
Coca-Cola India, which posted 16% revenue growth for the September quarter, has been doing things more intensely and faster, Krishnakumar said. “Bringing in more variety in fruit based beverages that has brought in momentum. Rejuvenated distribution of our sparkling portfolio has gained traction. We need to keep doing more of this,” he said.