Coke goes 'hyperlocal', plans to launch bottled water in regional markets

Coca-Cola, the country’s largest beverage maker, is contemplating the launch of regional water brands as it increases its bottled water bet in a market it considers key. 

The move comes as India emerges the fourth-largest market for Coke’s premium water brand ‘smartwater’, launched in 2018. The regional push is also in line with the company’s hyperlocal strategy, unveiled over the past few months in India. Coca-Cola has already taken its juice brand, Minute Maid, into regional markets such as Tamil Nadu, launching a grape-flavoured drink called ‘Colours’ this year. Local Minute Maid juice variants are also available in Maharashtra, Andhra Pradesh,