NEW DELHI :
Local arm of beverage maker Coca-Cola on Monday said it has rolled out fruit juice brand Rani Float in India in line with the beverage company’s plans to expand its portfolio beyond its core brands here.
The launch is “the latest example of Coca-Cola’s strategy to offer more choices to consumers and catering to their diverse tastes and preferences across beverage categories," said T. Krishnakumar, president, Coca-Cola India and South West Asia.
The 180 ml can, priced at ₹35, will be available in two flavours with fruits locally sourced from India. The move is in line with Coca-Cola’s plans to launch more non-carbonated beverages especially as discerning Indian consumers seek more choices.
Rani Float was launched in 1982, by Saudi Arabia based-Aujan Industries. However, the company formed a joint venture with Coca-Cola in 2011 to create Rani Refreshments which is now the owner of the Rani brand of drinks. The brand has a strong presence in the middle-eastern markets where it also sells other variants such as a sparkling drink, as well as a Rani Cubs drink for kids.
“After many months of preparation, Coca-Cola India, together with its manufacturing and distribution partners, have launched Rani Float and we are now ready to make India a major global market for the Rani brand," said Abdulla Aujan, chairman of Rani Refreshments.
The brand is already available in top metros. Coca-Cola will launch Rani Float across Reliance Retail stores in Hyderabad, Vijayawada, Guntur, Bengaluru, Mumbai, Pune, Delhi NCR, Chennai etc.
Coca-Cola sells brands such as Diet Coke, Thums Up, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid, Schweppes, Smart Water among others in India.