Timing the launch with the Make in India summit, Coca-Cola India has
created an India-specific green mango flavour under its carbonated Fanta
brand.
With retail sales at ₹1,000 crore, Fanta’s new variant will have
10 % fruit juice which will be locally sourced and pitted
against existing brands such as Parle Agro’s Appy Fizz.
With more flavours like litchi and strawberry in the pipeline, the MNC
expects to enhance its domestic sourcing from Indian farmers and fruit
pulp manufacturing companies like Jain Irrigation and Foods & Inns.
Venkatesh Kini, President, said: “We annually buy ₹4,000 crore as output
from farmers for fruit pulp.
The new variant of green mango will only
add to it as we are already helping about four lakh farmers.
This is the
first time that we have launched a juice variant for Fanta with a
relevant Indian formulation as India is still a growth market for us.’’
Fanta Green Mango will also be sold through hyper local delivery
start-up – Grofers, as a pilot before being sold through other
e-commerce sites.
No comments:
Post a Comment