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Coke explores more brands for India

15-April-2004
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Coke explores more brands for India

Coca Cola India is exploring the option of introducing iced tea. The company already has a joint venture in Japan with Nestle for its brand of Nestea and there are chances of it introducing a similar product for the Indian market.

Mr Sunil Gupta, Vice-President (Corporate Communications & Affairs), Coca-Cola India, said, "We are looking at iced tea but it is not necessary that we have the same brand and arrangement with Nestle in the Indian market."

The company vends its Georgia brand of hot beverages at McDonald's and at other centres.

Besides there are also chances of it bringing in a sports drink, PowerAid, which already exists in Coca-Cola's portfolio. Following the withdrawal of Shock, its energy drink launched a while ago, the company is looking at introducing health-oriented drinks in the Indian market.

Meanwhile in the past eight months, Sprite has become the fastest growing brand followed by Thums Up in Coca-Cola's portfolio.

However, Thums Up continues to be the largest brand with Andhra Pradesh being its biggest market.

Recently, in a realignment, Coca-Cola India emerged as the corporate head office for the region. Its subsidiaries in countries such as Nepal, Bangladesh, Sri Lanka and Maldives will now report to the Gurgaon-based headquarters of Coca-Cola India.

Added Mr Gupta, "As a result of this realignment in operations, there will be economies of scale. Besides, we would also incorporate our best learnings from the Indian market in these countries.

Coca-Cola India is also beefing up its rural market share and there are plans to reach out to 40,000 additional villages this year.

On the anvil is yet another Thanda Matlab Coca-Cola ad from Aamir Khan. "This time it will be the most ethnic ad we have had till date," says Mr Gupta, without giving details about the character the star is expected to play.

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