Coca Cola India launches Aquarius its first Active Hydration product in India

Coca Cola India, today announced the launch of Aquarius an Active Hydration beverage in India. The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choice. With its refreshing lemon flavour, Aquarius aims to establish new consumption occasions for consumers for their busy, on-the-go lifestyle. Aquarius is expected to shape the evolving Active Hydration category and help it grow at a rapid pace in the country.

Coca Cola India launches Aquarius its first Active Hydration product in India

This lemon flavoured refreshing beverage with essential salts and minerals, will initially be made available across organized trade, e commerce and select Grocery outlets across major cities in India. Aquarius caters to the growing consumer trend of active healthy living & 24X 7 Lifestyle. Aquarius is a non-carbonated, low calorie beverage which contains sodium, calcium and potassium will be available in 400 ml pack at an attractive price point of INR 30.

The Company’s entry into the Active Hydration segment marks its plans to shape the category which is currently at a nascent stage and has the potential to grow exponentially in the coming years. The Company already has a major presence in  Sparkling, Water and Juices segments with brands like Maaza and Minute Maid juice drinks, Kinley packaged water, Schweppes,, Georgia tea and coffee, FUZE tea, and Thums Up, Coca-Cola, Sprite, Limca, Fanta, Coca-Cola Zero and Diet Coke, in the sparkling category. The introduction of Aquarius in India follows the launch of VIO in 2016 on the heels of the launch of FUZE iced tea in 2015 and Coke Zero in late 2014.

Mr. Debabrata Mukherjee, Vice President, Marketing and Commercial, Coca-Cola India and South West Asia said, “Aquarius is one of the top 20 billion dollar brands of The Coca-Cola Company and is very popular globally. In India, it is aimed at shaping the category of Active Hydration, targeted at young and urban consumers who are active-minded and lead active lifestyles. At present a high fraction of the consumers are striving to accomplish and do a lot more in their day – they realise the importance of active healthy living along with the need for being hydrated. We believe this will only increase in coming years and the category of active hydration will see an exponential growth.”

The Company aims to build higher brand recall and awareness for Aquarius across the cities it we will be launched in. This will be followed by a strong communication plan which includes select digital, print campaigns, OOH and point of sale campaigns.

About Coca-Cola India  

Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 22 years, ever since its re-entry in 1993, the company has been refreshing consumers with its beverage products - Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk ‘Almond Delight’ and ‘Kesar Delight’, Minute Maid range of juices, FUZE Iced tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Schweppes, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.

The Coca-Cola India system already provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities and reducing its own environmental footprint. Some of our community development programs include the ‘Parivartan’ and ‘Pragati’ retailer training program, Career Development centers to train youth and make them employable, women empowerment program as a part of the global 5BY20 campaign, Unnati – a sustainable mango farming project etc.