Launches Aquarius Glucocharge in Guwahati

19 December 2018, Guwahati: Coca-Cola India, one of the country’s leading beverage companies, has introduced its Enhanced Hydration portfolio in North-East India, with launch of Aquarius Glucocharge. Coca-Cola India is focusing on building a consumer centric portfolio and the launch strengthens its endeavour to provide a spectrum of beverage choices to consumers along with functional benefits.

Aquarius Glucocharge is packed with glucose, essential minerals (Potassium, Sodium, Calcium) and fruit juice. This has been developed exclusively for Indian consumers who toil in the heat and need instant rehydration to overcome exhaustion. It is available in Lemon, Apple and Orange variants.

Speaking at the launch, Ishteyaque Amjad, Vice President, Public Affairs, Communication & Sustainability at Coca Cola India & South West Asia, said, “Being consumer-centric is all about having the right products, at the right price, in the right locations. Hence, as part of our strategic evolution towards becoming a Total Beverage Company, we are broadening our product portfolio and entering new product categories in India in-line with the evolving consumer demand. Aquarius Glucocharge is an ideal product that aims to cater to the instant hydration needs of consumers in North-east India, while also providing them with essential minerals to lead an active lifestyle.

Coca-Cola India is manufacturing Aquarius Glucocharge through its network of co-packers, marketing and distributing it directly in North East through a super stockist and sub distributors. The non-carbonated, low-sugar beverage is exclusively designed for the Indian market to Re-hydrate, Replenish and Recharge consumers at an affordable value offering of INR 10 for a 200 ml Tetra Pak. Currently, Aquarius Glucocharge is available in Assam and will soon be launched in other North-Eastern markets.  

Anoop Manohar, Director– Emerging Categories, Coca-Cola India, said, “Coca-Cola India has been actively focusing on the strategy to offer consumers a wide variety of choices as per their preferences. Functional beverages are steadily growing in India as consumers are seeking options that can provide everything they desire—rehydration, fruit juice, low sugar, and great taste. Aquarius Glucocharge has been liked by consumers across India and we hope that our consumers in Guwahati will also like it.

Coca-Cola India is embarking on a program of incubation to develop a strong portfolio of choices for the Indian consumers. To build a higher brand recall and awareness for Aquarius Glucocharge, Coca-Cola India will conduct extensive sampling across North-East India. 

The strategic extension of the portfolio is in line with Coca-Cola’s journey towards a Total Beverage Company, which is centred on building an increasingly diverse consumer-centric portfolio of brands attuned to unique consumer preferences. The launch of Aquarius Glucocharge also adds another milestone to the company’s focus on ‘Fruit Circular Economy' enabling Indian farmers to increase their yield, source pulp and launch fruit-based products. 

About Coca-Cola India

Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high-quality, refreshing beverage options to consumers. 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, Thums Up Charged, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk ‘Almond Delight’ and ‘Kesar Delight’, Minute Maid range of juices, FUZE tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Aquarius, Schweppes, smartwater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The company along with its owned bottling operation and other 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 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 through community initiatives like Support My School, VEER, Parivartan and Unnati and by reducing its own environmental footprint. For further information on the company's India operations and its products, please visit: www.coca-cola.com