In a move aimed at fuelling growth of the cola category, beverages major Coca Cola India on Thursday said it has reduced price of its entry level 200 ml glass bottle of 'Coke' by Rs 2 to Rs 8 per bottle in select markets.
"In a move that will further catalyse the market and fuel growth of the cola category, we are now offering our entry level pack for brand Coca-Cola (Coke) – the 200 ml returnable glass bottle - at a special promotional price of Rs8," Coca Cola India said in a statement.
"The 200 ml pack being the entry point into the category, will recruit new consumers into the cola segment since it is an innovative and a very attractive price point," it added.
The company said the promotional offer is being rolled out in phases across select markets in the country.
"We are leveraging our distribution and route to market capabilities to build on this exciting consumer proposition," it said.
Currently, the company sells its beverages across eight stock keeping units (SKUs) starting from 200 ml glass bottle to 2 litre PET bottle.
The company said there is a lot of latent potential in the packaged beverage market and as an industry it has just started to unlock that potential.
"Our volumes have been growing year-on-year led by robust growth in both the Sparkling and the Stills category," the company said.
Coca Cola sells range of beverages, including Coca-Cola, Thums Up, Limca and Fanta, in the country.