Coca-Cola Bets On Desi Fizz As It Takes Rimzim Across The Country

Relaunched in 2018, Coca Cola had acquired the cumin-flavoured Rimzim from Parle in the 1990s, but is only pressing the pedal on it now. The company did not respond to email queries

---Drop the chart she sent; it's all in this small story----The country's largest beverage maker, Coca-Cola, wants to be in every evolving drinks category, says T Krishnakumar, its president for India and Southwest Asia. As part of which, it will be taking Rimzim, available in the north, across India."We found an opportunity in ethnic sparkling drinks. We have Rimzim, which is now slowly getting across the country," he said. "We are wiring ourselves as an organisation to keep close to the ground in terms of trends that are cropping up, irrespective of the category."As a category, ethnic drinks is a niche one, pegged at around Rs 150 crore in yearly size, say experts. The category is expected to grow over three times in the next three to four years to Rs 500 crore as consumers opt for unique flavours. In recent years, PepsiCo and Dabur have also stepped into the ethnic drinks space, with brands such as Duke's and Hajmola Yoodley. Dabur has also taken its Real Activ juice brand into .