Coca Cola will sell lassi
Why is Coca Cola going desi?
Why is Coca Cola going desi?
Brief:
Soda consumption has been declining for 13 consecutive years.
People want healthier drinks.
Instead of importing drinks from other markets Coca Cola is scouting ethnic Indian recipes.
Why is it doing so?
Paperboat ( their parent company Hector Beverages was from Gurgaon) was the first ethnic drink brand to succeed. They sold aam panna, jalebi’s jeera, kokum juice, guava juice etc.
ET reports that they could not reach out to mass consumers. That’s where the big sales come from.
Coca Cola sees it as a new growth opportunity.
What is it launching?
Lime Mint reports that it started with jaljeera, a cumin flavoured soda. It may be a 2000 year old recipe.
Next is mix unripe mangoes and spices.
It also plans to launch lassi.
Why does it matter?
Big brands may have the muscle power, but they do not know what the customers want.
Local entrepreneurs should keep looking at the opportunities to build food brands.
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