In a strategic move, Coca-Cola India plans to extend some of its drinks in tetrapaks in the next six months. With an eye on these new initiatives, Coke is also pushing its drinks aggressively in both rural belts as well as in urban centres in India.
In the Rs 400-crore Indian tetrapak soft-drinks markets, the competition is hotting up with the onset of summer. At present, major players in this segment include, Parle Agro’s Frooti and N-joi, Dabur’s Real and PepsiCo’s Tropicana among others.
According to industry sources, Coca-Cola has added 50,000 retail outlets to its network in the last two months. The company has managed to reach out to 3,500 new villages in the last four months.
At present, Coca-Cola India is in the process of rolling out its powdered soft drink concentrate—Sunfill—across the nation. According to company sources, the new launch has already garnered over 20 per cent marketshare in Andhra Pradesh where it was first launched two months ago.
The company is planning to distribute Sunfill in Maharashtra through Amar Tea (of Society tea) Distributors. Very soon, Sunfill will be launched in Madhya Pradesh and Gujarat through a distribution tie-up with Muller & Pipps India.
Source: Financial Express