Journey From Black to White, This soft drink giant targets the milk shelves

NP NEWS NETWORK

NEW DELHI

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There are always two type of persons, coffee person and tea person, dog person and cat person; similarly, there is a person who consumes aerated drinks and a person who drinks milk. And after ruling the aerated drink industry this giant company is planning to pitch into the milk segment as well.

Coca-Cola has been ahead in the race from decades now, We see Coca-Cola in every party whether big or small. It is a must-have drink for most of the youngsters. After making their identity in the drinks segment, the company wants to target the milk consuming crowd adding a different characteristics to its image.

Coca-Cola president Krishnakumar told the media, “We want to have a presence in every category, including the dairy segment, with focus on nutrition.”

Coca-Cola India President T Krishnakumar recently decided to enter the milk business. In 2016, the Coca-Cola a brand flavoured milk called ‘Vio.’ Well, the company had to cut off the production of Vio as it did not do well in the markets. Reportedly the company is still working on the business strategy and planning to how to relaunch Vio till next month.

The company is tying up with Reliance Retail for the launch, the products will be launched in two flours and will be available across 500 stores. South West Asia president  Venkatesh Kini told,

We have been getting into new categories and we will be getting into sparkling drinks with juices. We are now getting into the dairy segment with Vio in two flavours in the value-added dairy category.”

Till February 3, the products will be available in the modern retail stores and after some period the company will opt the traditional way of chain distribution. Kini also informed that the company also plans to open packaging units but the collection of milk is a far-fetched idea. The company previously launched a test along with Maaza Milky Delight, somehow it did not work out as it was known for its mango based drinks and Coca-Cola wanted more milk content in their products.

The company is expecting to change the whole scenario of the milk segment. In Kini’s opinion, the milk segment is highly unorganized and the estimated turnover is 125 -135 billion liters per years. I tell the company has 54 plants, out of which 24 are on a franchise basis, 25 are company-owned and five are co-packers.