Coca-Cola identifies West Bengal as a key growth market, introduces hyper-local initiatives
Kolkata/IBNS: Considering West Bengal as its key growth market, soft drink giant Coca Cola on Wednesday said it has rolled out Bengali packaging labels for all beverages across its portfolios as a part of its strategy for the region.
The company said it took the step as a part of its vision to become a 'Total Beverage Company with strong local roots'.
The soft drink major said West Bengal is the first state where the entire portfolio and marketing initiatives of Coca-Cola's brands have been hyper-localized to resonate with local language and suit consumer preferences.
"The initiative begins with West Bengal and would be further extended nationally with local execution in other states," T Krishnakumar, President, Coca-Cola India and South-West Asia said.
"West Bengal is a vital part of our India story and we will continue to build for the state by customizing our brand and product propositions with an improved understanding of local customers' consumption patterns and desires," he added.
The company also announced its partnership with Indian Premier League side Kolkata Knight Riders for the upcoming season of the cash-rich tournament.
(Reporting and Image by Supriyo Hazra/IBNS)
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