With an aim at reducing its dependence on carbonated drinks, which currently contributes to more than 90% of its volumes, Coca-Cola India plans to launch non-carbonated drinks like ready-to-drink tea and coffee, sweet lassi, nimbu pani, flavoured milk, stimulant drinks (high caffeine products), energy drinks and pure juices amongst others.
According to Shripad Nadkarni, vice president marketing, Coca-Cola, in India, tea constitutes over 65 per cent of the total beverage market and therefore Coke sees it as a key driver for volume growth.
Nadkarni also said that there was a large market for traditional beverages like nimbu pani and lassi waiting to be tapped.
As part of the strategy, Coke has now decided to concentrate on introduction of new product categories while at the same time push carbonated drinks into the rural market to increase overall per capita consumption in the country.
Apart from Kinley bottled water which has already become a key brand for Coke, the multinational is also extending the Fanta brand name to get into the carbonated flavour market which include forays into water melon and green apple.
Coke has a large product portfolio from which it can choose. In the pure orange market, it has the well known "Minute Maid" and "Frutopia" brand while in coffee, it has the successful "Georgia " brand, one of Coke's most successful brands in the US. In the energy drink market, the most popular product in the Coke range is "Lift".
Coke does not have any brands in the flavoured milk segment and will have to develop new brands specially for the Indian market.