Aiming to double its sales in the next five years, Coca-Cola India has initiated a strategy to take its brands to people in semi-urban and rural markets in local languages for better penetration and has already begun the journey with Bengali.
A news agency has reported quoting T Krishnakumar, President, Coca-Cola India and South West Asia, recently, that Coca-Cola has chosen Bengali as the pilot project before foraying into other local languages of the country including Hindi.
Coca-Cola in Bangladesh uses Bengali language in branding its products and seems to have replicated that in at least some of its products in this side of the border.
“West Bengal has an independent supply chain of all products and the state is a key growth market for the company. This has encouraged us to pilot this hyper-local strategy from here. In 2021, the company may take this hyper-local strategy with more languages including Hindi,” Krishnakumar told the news agency.What needs to be seen now is how this local language branding will work for the company in terms of revenue considering the current twin threats of Coronavirus and FMCG slowdown. However the beverage giant remains optimistic that their growth will continue to remain bullish.
The company in fact rubbished the claim that carbonated drinks are shrinking in India, saying it is growing in double-digit, along with other categories such as fruit based drinks.
Interesting enough to beat the current slowdown, the company has segregated the market into three broad categories – rich, mid-segment and aspirational, and it plans to cater to the entire spectrum.