Coca-Cola is set to shake up India’s beverage market this summer with the launch of BodyArmorLyte, a popular global sports drink, as part of its expansion strategy. The company is also eyeing ThumsUp and Sprite to hit the $2 billion sales mark, according to Sundeep Bajoria, Vice President of Operations, Coca-Cola India & Southwest Asia.
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New Launches Amid an Early Summer Surge
With the scorching heat arriving ahead of schedule, Coca-Cola is doubling down on its product portfolio. The company plans to introduce BodyArmorLyte, Honest Tea, and Vitaminwater in India, while expanding the reach of Coke Zero Sugar and Sprite Zero Sugar, giving consumers a wider range of choices.
“We are bringing BodyArmorLyte to India as part of our strategy to expand in the hydration segment. It’s a billion-dollar brand in the US, packed with electrolytes and coconut water, and we plan to roll it out in both cartons and PET bottles,” Bajoria told PTI.
Honest Tea, an organic tea brand made with ingredients sourced from Assam, will also debut in India. Meanwhile, Vitaminwater, currently available at select locations like airports, will see a wider rollout.
ThumsUp & Sprite: The $2 Billion Brands in the Making
Coca-Cola’s local favorites continue to dominate the Indian market, and the company is confident that ThumsUp and Sprite will soon cross the $2 billion revenue milestone.
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“These brands are already performing exceptionally well, but there is still huge growth potential. We are also expanding Minute Maid, which has been steadily gaining momentum,” Bajoria said, without specifying a timeline for the revenue targets.
Coca-Cola Prepares for a Blockbuster Summer
After a record-breaking summer in 2022, Coca-Cola expects another bumper season in 2025. “We were ready for an early summer—we’ve invested in production lines, boosted capacity, and accelerated our market programs to ensure smooth operations,” Bajoria explained.
When asked whether Coca-Cola can sustain growth over last year’s high sales base—driven by extreme heatwaves—Bajoria remained optimistic: “This year will be even bigger. We have the infrastructure and the strategy in place.”
Competition Heats Up: Coca-Cola vs. Campa Cola
With Reliance-backed Campa Cola making aggressive moves in the Indian soft drink market, Coca-Cola remains unfazed. Bajoria echoed Coca-Cola’s global leadership, stating:
“We welcome competition. It pushes us to be more agile and innovative. A competitive market not only benefits companies like ours but also attracts much-needed investment into the beverage industry, which ultimately benefits consumers.”
