Further Localization Of Beverage Portfolio Is Coca-Cola’s Plan For Indian Market

The head of Coca-Cola India confirms that the company plans to introduce domestic  ethnic drinks and fruit juices with a goal of localizing two-thirds of the product line in the country. About half of the portfolio today comprises local brands like ThumsUp, Limca, Maaza, and RimZim that are formulated, produced, and sold in in India. T Krishnakumar said the goal is to have about a third of Coca-Cola’s product in India remain “basically global.” Its plans for juice are based on the realization that Indians “have a huge love for fruits,” he noted. The company’s “Ras Ras Mein India” program involves selecting a fruit in each state and converting it into juice.