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'Burn targets those who are always on a high'

Q&A: Ricardo Fort, VP, Marketing, Coca Cola India

Coca-Cola India is adding one more product to its portfolio in India - Burn. It is a premium energy drink (250 ml for Rs 75) which the company has launched to tap the Rs 200 crore energy drink market in India that is growing at over 60 per cent over the last couple of years. It will compete with Gatorade from PepsiCo and other established products like Red Bull and Cloud 9. Seema Sindhu spoke to Ricardo Fort, vice-president, marketing, Coca-Cola India, about the company’s plans on Burn, how it will impact the competition and other issues. Excerpts: Burn was introduced in Europe in the ...