Jeera drink space heats up as Coke strengthens play with RimZim

Soft drinks major Coca-Cola's India arm is strengthening its presence in the country's ethnic flavoured beverages market with its RimZim brand.

- AKSHARA SRIVASTAVA

The Atlanta-headquartered company's bottlers in the northern region have already doubled production of the cumin-flavoured drink over the last few months.

"We are scaling our RimZim masala jeera soda offering to meet the rising consumer demand for traditional Indian homemade beverages," a leading bottler told Business Standard.

He added that RimZim's current production at his facilities had risen to nearly 4 million units a month, up 100 per cent from two years ago, adding that he is now touching over 30,000 retail points in the market for the brand.

"This reflects the brand's strong momentum and the increasing consumer preference for regional flavours," another bottler said.

Now visible in shelves across Delhi-NCR and other regions in Uttar Pradesh apart from Gujarat and Karnataka, RimZim is available in ₹10 packs. Bottlers are also exploring a variety of pack sizes and formats, which best suit diverse consumption occasions and channel requirements.