Coca-Cola India is set to introduce the American sports drink BodyArmorLyte to the subcontinent this summer, hoping to capitalize on the early heatwave that has already begun to affect much of the country. The launch, which was announced by Sundeep Bajoria, Vice President of Coca-Cola India & Southwest Asia, reflects the beverage giant’s strategy to tap into rising consumer demand for hydration drinks in India’s sweltering summer months.
BodyArmorLyte, a coconut water-based hydration drink popular in the US, will be part of Coca-Cola’s broader expansion into the Indian market. The company also plans to introduce other newcomers, including Honest Tea, an organic tea sourced from Assam, and Vitaminwater, which has so far been confined to testing in airport terminals. The product lineup is part of Coca-Cola’s strategy to diversify its offerings beyond its traditional soft drinks.
Bajoria’s announcement was delivered with evident enthusiasm for the early heatwave, which he described as a golden opportunity for introducing refreshing beverages to India’s 1.4 billion residents. The company hopes to meet the growing demand for hydrating drinks, particularly with the increased temperatures that have already started to rise earlier than expected this year.
In addition to the new offerings, Coca-Cola India is optimistic about the continued success of its flagship brands, ThumsUp and Sprite. Bajoria shared that both brands are on track to reach the $2 billion sales mark in India, although he refrained from providing a specific timeline for this milestone.
Addressing competition from Reliance Industries’ recently revived Campa Cola brand, Bajoria took a diplomatic approach, echoing the stance of Coca-Cola’s global president: “We welcome competition.” His comment, likely made with a touch of levity, suggested confidence in the company’s position despite the growing rivalry.
While Coca-Cola faces ongoing inflation concerns, Bajoria assured that the company plans to capture “a significant part of that inflation through price package mix and architecture.” In simpler terms, this means Coca-Cola may reduce the size of its bottles instead of raising prices directly.
The company is also counting on recent tax relief for middle-class consumers to drive beverage consumption in India, positioning Coca-Cola to make the most of a rapidly growing market and the ongoing heatwave.
