Coca-Cola India looks to its nutrition portfolio | WARC | The Feed
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Coca-Cola India looks to its nutrition portfolio
Coca-Cola regards the nutrition sector as its primary growth driver in India in the coming years and the soft drinks giant is also planning on launching into the oral rehydration solutions (ORS) space within the next 12 months.
Why it matters
The company sees its nutrition portfolio as playing “a very critical role” in driving volume and value growth over the next five to ten years, as well as in expanding its customer base. Accordingly this will be the focus of investment and innovation.
- Coca-Cola India is putting money into manufacturing and marketing around its Maaza fruit drink product in order to expand in rural markets (at the same time, it’s working with farmers to ensure its mango supply).
- Investment is also in the pipeline for its Minute Maid brand, with innovations to broaden the brand proposition.
- Any ORS product launched will be under an international brand: “This is part of a larger global project,” according to the company regional head of marketing
"Oral Rehydration Solution is a global trend and is an untapped market. The company is very clear as to over next one year, we need to get into the space” – Arnab Roy, VP & Head of Marketing Coca-Cola India and Southwest Asia, in remarks reported by Brand Equity.
Sourced from Brand Equity
[Image: Coca-Cola India]
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