Coca-Cola India Joins Adani Digital Labs For Product Sampling

Coca-Cola India, a major beverage company, announced on Thursday that it is partnering with Adani Digital Labs, a subsidiary of the Adani Group, to maximize the reach of its brands among customers in the country.

According to a joint release, Coca-Cola India and Adani Digital Labs are working together to use the consumer-centric platform for product sampling and to provide deep customer insights.

Coca-Cola is one of the first brands to provide its products on this platform, it continued. This will allow for the tasting of a few new products from Coca-Cola India's portfolio, including "Fanta Apple Delite" and "Charged by Thums Up," at some of the country's major airports.

The digital division of the Adani Group, Adani Digital Labs, enables businesses to engage with a broad audience of travelers and identify customers with significant spending power.

The platform is already operational at the seven major airports in Mumbai, Ahmedabad, Jaipur, Lucknow, Guwahati, Mangalore, and Thiruvananthapuram as well as Adani CNG Stations, and it will soon be accessible in a wide range of additional locations.

Coca-Cola said in 2020 that it was entering disruptive areas with a new focus on "breakthrough drinks," naming hydration, sports, coffee & tea, juice, milk, and the developing plant segment as global categories with the greatest growth potential. Betting big on the fast-growing low-sugar beverage industry, the business has been working on introducing low- and zero-sugar variations of its effervescent brands, including Coca-Cola Zero Sugar, which was just launched in India.

Coca-Cola Company's effervescent soft drinks climbed 8% in the June quarter, "mainly led by India, Mexico, and Brazil," according to the Atlanta-based company's global earnings reported in July. "India and Brazil led growth in developing and emerging markets," it noted at the time. Nutrition, juice, dairy, and plant-based beverages have grown in popularity.