Coca-Cola India to compete with local soda brands with launch of Kinley Flavors

Kinley Flavors will be priced 35% to 40% lower than Coca-Cola, Sprite, and Fanta. ©iStock/hanohiki

Coca-Cola will launch of a line of value-priced carbonated beverages in India called Kinley Flavors in order to compete with local soda brands.

Coca-Cola India is currently testing Kinley Flavors in selected market areas and will expand its availability over time. Kinley Flavors will be 35% to 40% cheaper than Coke, Sprite, and Fanta packaged in 250ml PET packs, the company said. 

However, prices of Coca-Cola India’s entire sweetened carbonated beverage portfolio will experience marginal increases with the introduction of a goods and services tax (GST), implemented July 1, 2017, taxing the category at 40%.

Coca-Cola India currently sells sparkling and still bottled water under the Kinley brand, both of which are not affected by GST and will see a price drop, the company said.

Developing local appeal

There are more than 200 local beverage brands in India such as Bovonto in Tamil Nadu, Alwar-based Jayanti Cola, Xalta cola made by a Delhi-based company, City Cola by Rahul Beverages, and Campa Cola.

Together these smaller regional brands make up 12% of the market share in India and less than half the price of soda produced by multinational corporations, according to Coca-Cola.

In order to compete in the value segment of the beverage market, Coca-Cola will have “popular localized flavors” under its Kinley Flavors label including lemon, jeera (also known as cumin), and orange.

Coca-Cola will also launch Monster Energy in India over the next few weeks to boost sales in its energy drinks segment. 

Related News

Coca-Cola plans to sustainably source 95% of its key beverage ingredients by 2020. ©iStock/Photology1971

Coca-Cola and partners invest $1.7bn in Indian agri ecosystem

Coca-Cola Ginger launches in Australia

Coca-Cola Ginger launches in Australia

Life is over for Coca-Cola's stevia-sweetened drink in the UK

Coca-Cola Life axed in the UK

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.