Hong Kong : Beverages major Coca Cola announced its foray into value-added dairy drinks segment in the Indian market with Vio brand, which will make its debut across the country next month.
The company, which will introduce two flavours under Vio, has tied up with Reliance Retail as part of pilot launch to make the brand available exclusively across the latter’s 500 stores.
“We have been getting into new categories and we will be getting into sparkling drinks with juices. We are now getting into dairy segment with Vio in two flavours in the value added dairy category,” Coca Cola India & South West Asia President Venkatesh Kini said. Vio will be available in ‘Kesar Treat’ and ‘Almond Delight’ variants, priced at Rs 25 per 200 ml pack.
When asked about investments for the foray into the new segment, he said it will be a part of the doubling investments in India to USD 5 billion (about Rs 28,000 crore) by 2020 which was announced in June 2012.
