Mindful of the decline in the global consumption of sugary sodas, the Coca-Cola Co., in India is tuning in to the demands of health-conscious consumers for alternatives. The company has started to focus on “ethnic drinks” — traditional beverages brewed by grandmas in kitchens and street vendors around the country using local spices and fruits.
Demand for packaged versions of these drinks has grown 32 percent over the last three years, three times the pace of carbonated beverages like Coke, according to New Delhi-based Technopak Advisors.
“You have 29 states, which are virtually 29 countries. People speak different languages, have different food and beverage habits, have different motivations for consuming food and beverages,” said T. Krishnakumar, chief executive officer of Coke’s business in India and Southwest Asia.
Jaljeera, the cumin flavored sparkling water, and Aam Panna, the spicy unripe mango concoction, will hit the shelves in summer, the time when these drinks are traditionally consumed. Dairy products such as spiced buttermilk and lassi, both yogurt-based drinks, are expected in 2020, Krishnakumar said.
The ethnic drinks initiative is paired with a $1.7 billion investment into locally grown fruit juices. Coca-Cola is setting up vast plantations of local fruits such as mango and litchi to produce industrial levels of concentrate to make these juices available at low prices, and maybe even export them.
Last updated: December 26th, 2025
