Coca-Cola to revive masala cola brand RimZim
Coca-Cola plans to re-launch RimZim, a masala cola brand of the company acquired from Ramesh Chauhan in 1990's.
The company plans to re-launch the brand in north India with a contemporary packing.
A company official was quoted by The Times of India as saying that RimZim's is being re-launched in keeping with a brand study conducted by the company that indicated a strong recall of the brand among consumers.
Coca-Cola India strategy and innovations vice president Debabrata Mukherjee told the newspaper that the Indian market has a lot of growth potential and the opportunity in the packaged beverage segment is immense.
"Rimzim has a distinct Indian taste," Mukherjee said.
"Most of our old brands are back in the market. RimZim is perhaps the last remaining. We will see how they do in the market and then accordingly take them national."
In the last one year both Coca-Cola and PepsiCo have come up with regional flavored colas to capture the growing segment.
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