Dogged by controversies surrounding its products, Coca-Cola is banking on innovation to drive its business in India. After launching its Minute Maid pulpy orange juice in PET bottles and a "bolder" Fanta in the south, the company is test-marketing Maaza aam panna and Masala Limca in select markets.
"Our objective is to marry local insights with our global capabilities to get the right product," Coca-Cola India CEO and President Atul Singh told Business Standard.
This is the second round of product innovation by Coca-Cola in the country. In the past, the company had launched Sunfil orange juice powder and Vanilla Coke.
But both the products were withdrawn after lacklustre sales. Its biggest gamble of packaging its beverages in five-rupee glass bottles too turned out to be commercially unviable, though it did drive volumes initially.
Singh said the company was now better equipped to handle the new products. "We need to have a robust business and build capabilities to execute excellence. Only then can we bring in new products," he said, adding, "We have improved the entire value chain and made the business more viable for all our partners."
Coca-Cola's sale volumes have grown in the last three quarters after a decline in five quarters.
After the southern states of Andhra Pradesh, Tamil Nadu and Karnataka, the company is planning to launch Minute Maid in Punjab. Till a new production line comes up in the state, by September, the company will feed the market with imports from China. There is also a proposal to set up Minute Maid fountains in restaurants.
Coca-Cola is test-marketing "Mazaa Aam Panna" in 200 ml cartons in Agra, Bhopal and Bareilly. Priced at Rs 12, the product could be launched nationally if the response is favourable.
After seeing various Limca concoctions being sold by roadside vendors in the north, Coca-Cola will soon test-market "Masala" Limca in three flavours, mint, ginger and jal-jeera. The Limca packs will come with a pouch which can be mixed with the drink to add the flavor. The company will kick off a radio campaign to support the product.
The company is also launching its "Red Lounge" in a mall in Pune. "The concept is extremely popular in the US and in some Asian countries such as Singapore," a Coca-Cola India official added.
After Andhra Pradesh, Tamil Nadu and Karnataka, the company is planning to launch Minute Maid in Punjab. Till a new production line comes up in the state by September, Coca-Cola will feed the market with imports from China. There is also a proposal to set up Minute Maid fountains in restaurants.
The company is test-marketing Mazaa Aam Panna in 200 ml cartons in the three cities of Agra, Bhopal and Barreilly. Priced at Rs 12, the product could be launched nationally if the response is favourable.
After seeing various Limca concoctions being sold by roadside vendors in the north, Coca-Cola will soon test-market "Masala" Limca in three flavours -- mint, ginger and jal-jeera. The Limca packs will come with a pouch, which can be mixed with the drink to add the flavour. The company will kick off a radio campaign to support the product.
The company is also launching its Red Lounge in a mall in Pune.
"The concept is extremely popular in the US and in some Asian countries such as Singapore," a Coca-Cola India official added.
