Image Source: Business Standard
The Indian beverage market is witnessing an exciting resurgence in traditional flavors, as Coca-Cola ramps up its presence in the jeera (cumin)-flavored soft drink segment with its iconic brand RimZim. Originally launched in the 1980s by Parle Bisleri and later acquired by Coca-Cola, RimZim is enjoying a robust revival fuelled by growing consumer demand for ethnic and nostalgic taste experiences. This development marks a strategic pivot by Coca-Cola as it attempts to capture a niche but expanding segment in India's vast beverage landscape.
Key Highlights of RimZim’s Revival and Market Positioning
RimZim, a fizzy masala (spiced) soda centered on the distinctive jeera flavor, was reintroduced nationwide by Coca-Cola in recent years after being withdrawn in the early 2000s.
Production of RimZim has doubled over the last two years to nearly 4 million units monthly, according to sources involved in Coca-Cola’s northern India bottling operations.
Coca-Cola is intensifying distribution, especially focusing on tier-2 and tier-3 towns, where demand for traditional, regional flavors remains strong.
The brand aims to tap into consumer trends favouring “desi” and functional beverages that blend health benefits with familiar tastes, as cumin is widely appreciated for aiding digestion.
RimZim’s positioning serves as a strategic defense against aggressive pricing and expanded distribution by competition such as Reliance’s Campa, which offers affordable traditional soft drinks targeted at rural and smaller urban markets.
Unlike mainstream cola and fruit soda brands, RimZim stands out as a savory, spicy alternative that evokes nostalgia and invokes a cultural connection with Indian taste palates.
Coca-Cola’s marketing approach balances preserving the premium image of its flagship brands while expanding RimZim as a regional star catering to heritage flavor enthusiasts.
Why RimZim Matters in India’s Beverage Market
Cultural Linkage and Brand Legacy
RimZim embodies the confluence of traditional Indian flavor preferences and modern beverage innovation. Its masala jeera taste offers consumers a refreshing and somewhat functional drink option that resonates with diverse demographics.
Functional Appeal
Cumin, the core ingredient, is well-known for digestive benefits and adds a unique flavor profile that differentiates RimZim from sweet sodas, catering to increasingly health-conscious consumers looking for variety.
Strategic Market Defense
As Reliance Consumer Products scales its Campa brand with competitive pricing and retailer incentives, Coca-Cola’s reinforcement of RimZim helps retain consumer loyalty and shelf space in a fiercely contested segment.
Regional Penetration
By focusing on tier-2 and tier-3 cities, RimZim capitalizes on growing disposable incomes, expanding modern retail infrastructure, and rising awareness of regional and traditional products.
Looking Forward: Challenges and Opportunities
Coca-Cola faces challenges in scaling RimZim beyond its niche and ensuring consistent supply amid competition’s aggressive pricing. The company’s strategy includes enhanced local bottling investments, incremental marketing pushes, and leveraging digital platforms for outreach.
The beverage giant is also cautious to maintain RimZim’s unique identity without diluting its core offerings or eroding profit margins on mainstream products like Coca-Cola Classic, Sprite, and Fanta.
Market experts believe the jeera drink segment has significant growth potential as Indian consumers seek diverse flavor experiences that blend legacy tastes with new consumption occasions.
Conclusion: Tradition Meets Innovation
RimZim’s resurgence demonstrates how multinational companies are adapting to India’s evolving palate by reintroducing nostalgic classic drinks and innovating around indigenous flavors. The brand’s story is a compelling example of heritage meeting contemporary trends, anchoring Coca-Cola’s ambition to dominate not just global cola markets but also regional flavor niches.
Sources: Business Standard, Economic Times, LinkedIn
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