SME Times is powered by   
Search News
Just in:   • Mahindra unveils all-new Thar SUV  • 'Need for fiscal stimulus for exports sector'  • ICICI Bank raises Rs 15k cr through QIP of equity shares  • Thai Airways reports $900mn loss for 2020 1st half  • Arunachal CM launches entrepreneurship plan to boost economy 
Last updated: 07 Jul, 2020  

Coca.Cola.9.Thmb.jpg Coke to advance beverage localisation, enhance ethnic drinks' portfolio

Coca.Cola.9.jpg
   Top Stories
» 'Need for fiscal stimulus for exports sector'
» Rupee to remain steady on stimulus hopes
» Responsibilities have grown with faceless approach: FM
» Rs 100L Cr to be spent on 7K infra projects: Modi
» Exports contraction narrowed to (-)10.12 pc in July
SME Times News Bureau | 07 Jul, 2020
Beverage localisation along with enhancement of ethnic drinks' portfolio is the way ahead for Coca-Cola India, as it transforms from being a local to a hyper-local brand, a top company executive said.

Presently, the global beverage major's local arm manufactures all products in India, while almost all drinks' ingredients are sourced from here.

"We have our manufacturing operations in almost all states of India, employing local people and creating opportunities for them... our supply chain too is spread in all parts of the country," T. Krishnakumar, President, Coca-Cola India & South West Asia, told IANS.

"In fact, for the last few years we have gone from local to hyper local."

As part of the company's hyper-local strategy, Krishnakumar said: "We are advancing the beverage localisation and developing an ethnic portfolio to suit various regions."

"This portfolio approach of core, local, hyper-local and fruit circular economy products remains at the heart of what we do."

Notably, the company recently introduced ethnic drinks like Vio spiced buttermilk and Minute Maid Nutriforce.

Besides introducing desi brands, the company has increased its use of regional languages and platforms to market products.

Recently, West Bengal became the first Indian state where the entire portfolio and marketing initiatives of Coca-Cola's brands have been hyper-localised with the use of Bengali language.

"Coca-Cola India has been driving its hyper-local strategy not only with localised product launches but also through localised communication," he said.

"To kick-start the initiative, Coca-Cola has rolled out Bengali packaging labels for all beverages across its portfolio, which includes Coke, Sprite, Thums Up, Maaza, Fanta, Limca, Kinley, and Minute Maid."

However, the company will continue to introduce brands from its international portfolio as well but made locally.

"With the long-standing commitment as a 'Total Beverage Company', premium international launches are a step towards driving growth by expanding the beverage choice to offer consumers a wide array of functional beverages to cater to all their hydration needs," Krishnakumar said.

"We believe in catering to the needs and preferences of consumers and we will continue this journey going forward."

At present, the company offers a range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca and Sprite, amongst others.

In addition, the Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people.
 
Print the Page
Add to Favorite
 
Share this on :
 

Please comment on this story:
 
Subject :
Message:
(Maximum 1500 characters)  Characters left 1500
Your name:
 

 
  Customs Exchange Rates
Currency Import Export
US Dollar
66.20
64.50
UK Pound
87.50
84.65
Euro
78.25
75.65
Japanese Yen 58.85 56.85
As on 16 Aug, 2020
  Daily Poll
COVID-19 has directly affected your business
 Yes
 No
 Can't say
  Commented Stories
» Starting an import export business: Basic guide for beginners(2)
» Importance of technology in Indian agriculture(1)
» One time loan restructuring(1)
» Improve MSME footprint in aspirational districts: Gadkari(1)
» Govt, RBI discussing on allowing co-op banks to lend under ECLGS(1)
 
 
About Us  |   Advertise with Us  
  Useful Links  |   Terms and Conditions  |   Disclaimer  |   Contact Us  
Follow Us : Facebook Twitter