The launch of VIO Spiced Buttermilk is part of the company’s hyper-local strategy to grow located goods that match consumer expectations in India
Coca-Cola India has released Spiced Buttermilk, a cooling food under their VIO brand, to combat the heat this summer. Made of curd, VIO Spiced Buttermilk gives the traditional, homemade chaos pure goodness with a spicy twist, which is designed for Indian customers’ tastes. The product does not contain preservatives or added colour and is packaged with 180ml of aseptic in a convenient price point of INR 15.
VIO Spiced Buttermilk extends the existing range of Coca-Cola drinks, giving customers more options. VIO Spiced Buttermilk is a component of the Company’s hyper-local strategy to develop localized products to suit a region ‘s specific consumer preferences in India.
“India is the biggest market in milk manufacture and use in the world and is one of India’s main buttermilks,” says Vijay Parasuraman, Vice President, Marketing, Coca Cola India and southwest Asia. “During our evolution, milk products developed to match our taste and cuisine with our society. And butter is one of them. It is complex, elegant and ingredient in every region of our country adopted locally”, he added.
“In present times, when customers are searching for realistic beverages, VIO Spiced Butterfly provides drinkers with a regular dose of fine food. This launch is our aim to regenerate the magic of spicy butterfly, which calls for certain regional tastes. We are now more focused on product innovation to develop a localized consumer-focused portfolio”, said Sunil Gulati, vice chairman of the Technical & Supply Chain at Coca-Cola India & South West Asia.
“Dairy is deeply rooted in Indian tradition, consumed for centuries as a drink or respiration drink, which comprises the whole country in an ever-growing appeal. With the VIO Spiced Buttermilk launch, we wanted to create something for the community in which we work, to adapt to the country’s local tastes, and to expand the drink portfolio to provide our clients with a drink of their choice. VIO was introduced to Coca-Cola India in 2016, as an important offering in the Coca-Cola Company ‘s beverage portfolio, aiming to provide consumers with a ready-to-drink, value-added, dairy drink option”, he added.
We can order VIO Spiced Buttermilk from home comfort via leading e-commerce platforms, which is free of charge. The shops in Delhi and Chennai, as well as major towns in Orissa, Andhra Pradesh, Goa, and Maharashtra, will also be offered.
