New Delhi, Feb 27 – Beverage giant Coca-Cola is set to introduce its global sports drink brand BodyArmorLyte in India this summer as part of its expanding portfolio. The company is also targeting ThumsUp and Sprite to become $2 billion brands, according to Sundeep Bajoria, Vice President, Operations, Coca-Cola India & Southwest Asia.
With summer arriving earlier than usual, Coca-Cola is ramping up its offerings in India. The company plans to launch BodyArmorLyte, Honest Tea, and Vitaminwater and expand Coke Zero Sugar and Sprite Zero Sugar to cater to evolving consumer preferences.
New Product Launches: Expanding Beverage Choices
- BodyArmorLyte, a hydration drink packed with electrolytes and coconut water, will be introduced in carton and PET bottle formats.
- Honest Tea, an organic tea sourced from Assam, will debut in India.
- Vitaminwater, currently available in select locations like airports, will be expanded further.
Coca-Cola’s Billion-Dollar Brands Strategy
Coca-Cola is doubling down on its most successful brands in India. ThumsUp and Sprite, already billion-dollar brands, are expected to hit the $2 billion mark, though no specific timeline was mentioned. The company also plans to continue expanding its Minute Maid range."Our brands are performing exceptionally well, but we see massive opportunities for further growth," Bajoria stated.
Summer 2025: A Blockbuster Season for Coca-Cola
Following a strong performance in 2024 amid scorching heat waves, Coca-Cola expects an even bigger summer season in 2025. The company has scaled up production, invested in new lines, and accelerated its summer programs to meet anticipated high demand."We are well-prepared with the right capacity and programs to maximize the summer opportunity," said Bajoria.
Coca-Cola’s Response to Competition from Reliance’s Campa Cola
Addressing competition from Reliance’s Campa Cola, Bajoria echoed the sentiment of Coca-Cola's global president and CFO, John Murphy, stating that competition drives innovation and industry growth."Aggressive competition expands the market, keeps us agile, and enhances innovation. It also brings necessary investments, benefiting both the industry and consumers," he noted.
Rural Expansion & Inflation Strategy
Coca-Cola is aggressively investing in cooling infrastructure to support expansion into smaller towns and rural markets, which have grown faster than urban areas over the past four quarters.Despite inflationary pressures, Coca-Cola drives growth through strategic pricing and consumption-led expansion rather than direct price hikes.
"Instead of vertical price increases, we are optimizing our price package mix to maintain affordability while ensuring volume and revenue growth," Bajoria explained.
Government Policies to Drive Consumption
Bajoria also pointed out that the Indian government’s recent tax relief measures for the middle class are expected to boost consumer spending, which Coca-Cola aims to capitalize on."We are making strategic investments and working closely with retail and distribution partners to cater to increased consumption," he added.
With new product launches, market expansions, and strategic investments, Coca-Cola is positioning itself for a stronger foothold in the Indian beverage market amid rising demand and growing competition.
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