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After Thums Up, Coca-Cola India is taking RimZim masala soda to the international market. The product has been launched in Bangladesh.
According to T Krishnakumar, President, Coca-Cola India and Southwest Asia, taking local products globally is one of the key strategies the company is following to increase its product relevance in India.
The company has 21 brands across different categories — sparkling, hydration and juices — with sparkling being a major revenue generator. The company is now focusing on juices and hydration. It recently launched Smart Water under the hydration category.
Coca-Cola India is also stepping up its fruit-based product category, thanks to a preference for these products.
The company, along with Jain Irrigation, has been working for some time with horticulture farmers to improve mango yield and processing them for its fruit-based juices. It recently signed up with the Maharashtra government for processing citrus fruits, initially mosambi, and extend to other fruits such as lemon in the long run. Another project is commercialisation of Brazillian oranges, which gives better yield and juice, in India.
During an interaction with journalists of The Hindu group today, Krishnakumar said the Brazillian oranges projectwill be ready for commercialisation in 2021-22. This too will be processed for its fruit-based drinks.
The company is experimenting with natural sweeteners to cut down sugar in its drinks. Many of its latest products have 30 per cent less sugar. Krishnakumar said the company is looking at various sweetening alternatives for beverages. “From 3-5 years down the line, you will have lot of beverage options to choose from like zero sugar to less sugar and regular variety,” he added.
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