Coca-Cola India partners with Adani Digital Labs to increase product reach

Coca-Cola India has collaborated with Adani Digital Labs, a digital arm of Adani Group, to use its consumer-centric platform Adani Sampling.

The beverage giant will leverage Adani Sampling for product sampling and consumer insights to increase the reach of its product offerings and influence customers across India.

Coca-Cola India will make its Fanta Apple Delite and Charged by Thums Up brands available for sampling at some of the Indian airports.

Adani Digital Labs focuses on consumer–brand engagement and is presently live at seven Indian airports situated in Mumbai, Jaipur, Lucknow, Ahmedabad, Guwahati, Thiruvananthapuram, and Mangalore as well as Adani CNG Stations.

Launched at Lucknow Airport, the collaboration is expected to further extend to other places in the country in 2023.

Coca-Cola India partners with Adani Digital Labs to increase product reach. Photo courtesy of Adani Digital Labs Private Limited.

Greishma Singh — The Coca-Cola Company Customer & Commercial Leadership, India & Southwest Asia Operating Unit Vice President, said: “Digital and product innovation are both key growth levers for us at Coca-Cola India.

“We are always on the lookout for exciting new ways for consumers to try our new products and this partnership with Adani Digital Labs Private Limited provides a SaaS based sampling ecosystem.

“We see this as part of a long-term partnership with Adani, and look forward to collaborating with them on more such unique initiatives in the coming months.”

Coca-Cola in India’s beverage products include Coca-Cola, Diet Coke, Coca-Cola Zero Sugar, Thums Up, Fanta, Limca, Charged by Thums Up, Fanta Apple Delite, Limca Sportz, Sprite, Maaza, Sprite Zero, and others.

With its owned bottling operations and other bottling partners, Coca-Cola India has a network of more than 2.6 million retail outlets.