Coca-Cola bets on desi fizz, to take Rimzim across the country

Ethnic drinks market is worth Rs 150 cr a year today, and could reach Rs 500 cr in next 3-4 years

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