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Coca-Cola India aims to localize most of product range

Coca-Cola Co.'s Indian arm plans to launch ethnic drinks and fruit juices in the country as it seeks to localize two-thirds of its product portfolio, the Press Trust of India reported March 11, citing T. Krishnakumar, president of Coca-Cola India and Southwest Asia.

Krishnakumar told the news agency that his unit of the Atlanta-based beverage giant is looking for one or two ethnic beverages in each Indian state that could be produced. This follows a report that Coca-Cola India was planning to roll out fruit drinks specific to certain states with an aim to become "more relevant to India."

About 50% of the products offered by Coca-Cola India are local brands such as ThumsUp, Limca and Maaza, with the other half comprising global brand names, according to the report.

Meanwhile, the beverage maker started test-marketing its global coconut water brand Zico in India.