NEW DELHI :
Coca-Cola India is extending model Limca into the hydrating sports activities drinks class, in a primary for the lemon-flavoured beverage, in response to folks conversant in the corporate’s plans.
This would be the first model extension for Limca, which was acquired from Ramesh Chauhan’s Parle Bisleri Ltd. within the early Nineteen Nineties together with different beneficial manufacturers comparable to Thums Up, Maaza, and Gold Spot. The deal additionally marked Coca-Cola’s re-entry into the nation in 1993 after an absence of 16 years.
Manufacturers comparable to Thums Up and Maaza have continued to scale, however Limca’s attain is comparatively restricted as it’s extra in style within the north. By way of market share at an all India degree, Limca stands at quantity 4 inside Coca-Cola India’s glowing portfolio in addition to throughout the glowing class as a complete, in response to Nielsen information. Model Limca, which turned 50 in 2021, depends closely on in-home consumption.
“Coke will launch a sports activities drink underneath Limca, which is the brand new hydration model,” an individual conversant in the corporate’s plan stated on the situation of anonymity. “The main focus is on Limca. Will probably be Limca with enhanced isotonic properties, extra like a sports activities drink,” stated one other individual, additionally asking to not be named.
Coca-Cola additionally sells the Aquarius model in India that’s pegged as a mass-market hydration model obtainable in a number of flavours. It competes with Tata Shopper Merchandise Ltd’s Tata Gluco+.
“Limca has sturdy credentials and reasonably than constructing via a brand new model Aquarius, a model comparable to Limca can get a brand new life with the extension,” stated the primary the individual quoted above. The model may very well be positioned within the mass market class.
An organization spokesperson stated: “We’re unable to offer any data at the moment second.”
Limca reported gross sales of ₹2,061 crore in FY21, in response to trade information. Nevertheless, different manufacturers of the corporate dominate the nation’s drinks market.
In 2021 Thums Up grew to become a $1 billion model, the primary to succeed in the milestone from its portfolio of drinks in India. Maaza reported 2021 income of ₹2,826 crore.
The corporate sells a variety of drinks in India together with Coca-Cola, Food plan Coke, Thums Up, Fanta, Limca, Sprite, Sprite Zero, Maaza, Vio flavoured milk, Minute Maid, and Aquarius Kinley. The beverage maker reaches properly over 3 million retailers in India.
India ranked amongst its key consuming nations within the Asia-Pacific, the corporate stated throughout its earnings for the quarter ended 31 March.
Coca-Cola is increasing its client base by including reasonably priced product choices, in addition to by reaching extra retailers in India, the corporate stated then.
Supply: Live Mint