Coca-Cola introduces new ‘hyper local initiative’ to develop close connectivity with consumers in Bengal .

Kolkata, 4 March (HS): In order to build ‘close connectivity’ with millions of consumers by adopting the local language in their product portfolios, India’s  largest beverage company ‘Coca Cola India’ here today announced its strategic plan for Eastern India and West Bengal in particular by launching a Pilot project of its ‘hyper local initiative’ in Bengali in the city.

Announcing a comprehensive plan for West Bengal as well as for rest of Eastern India,T Krishna Kumar, President Coca Cola India and the South West Asia, said here this afternoon that since the state was now being considered as the ‘key growth state’  in terms of business growth, they had decided to begin their ‘new journey of building a close connectivity with the people of West Bengal through a well thought out Pilot project before launching similar experiment elsewhere in the country during the coming months’.

He said as part of their strategic plan they had for the first time introduced labeling of all their products, which are being bottled in West Bengal under different brand names, in Bengali language, the first Regional language, Krishna Kumar said  while agreeing that though earlier similar efforts were made in Hindi, considering it as the National Language of India.

Also announcing the company’s recent partnership with Kolkata Knight Riders(KKR) for the upcoming Indian Premier League(IPL) matches to set a strong foothold in Bengal as it was one of the fastest growing  beverage markets in the country with an annual  double digit growth in Business,the Coca Cola India President, flanked by  its Vice President, Operations, Shehnaz Gill,  told Hindusthan Samachar during an interaction later that the company was deeply intertwined with the vibrancy of West Bengal through its relationship with music, sports, food and festivities. The new initiative was taken in line with the local affinity and preferences of the people in Bengal, he stated further.

‘West Bengal has and would always remain close to our hearts and with this new step we aim to showcase our gratitude by celebrating the diverse culture of the state with different offerings and continued investments’, Krishna Kumar said.

In order to kick start the initiative Coca Cola India,which has been investing to the tune of over  Rs 150 crores every year to maintain a healthy double digit business growth for the past many years despite the alleged slowdown of economy, here today rolled out the Bengali packaging labels for all different types of beverages including those of Coke, Sprite, Thums Up, Maaza, Fanta, Limca and Kinley brands, he informed further.