First came a type of cumin-flavored sparkling water. Next up is a mix of unripe mangoes and spices. After that could be buttermilk. Then maybe some potions based on a 2,000-year-old system of traditional medicine.
That’s a rough outline of Coca-Cola Co.’s strategy in India as it tries to outrun the global decline in consumption of sugary sodas. As consumers turn health-conscious at a rapid clip even in emerging markets, Coke’s mission globally is now to sell a lot more than just, well, Coke.
