Coca Cola to woo affluent and aspiring consumers with slew of new launches

Company feels new products across consumer price points will help the company reach its goal of making India its third largest market globally

As part of its localisation drive, Coca-Cola is trying to establish a closer connect with consumers in India by piloting the use of local languages in its brand. In Bengal, for instance, the firm has decided to print product names in Bengali. This way, it feels, the brand will have an emotional consumer connect.

To kick-start the initiative, Coca-Cola has rolled out Bengali packaging labels for all beverages across its portfolio which is available in West Bengal; it includes Coke, Sprite, Thums Up, Maaza, Fanta, Limca, Kinley, and Minute Maid. Each brand will devise a hyper local campaign to deepen