Localization and regionalisation have always been hitting globalization, especially when it comes to taste in India.
A few months back, consumer goods giants like HUL, were greatly hit by Patanjali and were forced to launch their own ayurvedic products.
Now, Coca-cola, aerated soft-drinks giant, has hit the B-Brands and is forced to launch a cheaper range of products.
To survive the competition from local brands, Coca-cola has come up with a new value based and price conscious product which will be 30-40% cheaper than the coke and sprite.
The new launches will be in local flavors of lemon, jeera, and orange and will be available in 200 ml glass bottles at Rs.12 and 250 ml cans at Rs.25
The intimation that GST implementation will increase the price of aerated drinks and drop the prices of bottled water, has given the company an opportunity to expand its product portfolio.
The company is expected to launch Monster energy drink, which is in talks for a long-term partnership in India to boost sales, since 2014.
