Coke takes to lounge culture to boost sales

NEW DELHI: Taking a new step to rev up sales in India, soft drinks giant Coca Cola is moving beyond just delivering bottles at retail points by getting into the lounge bandwagon.

Taking cue from its 'Red lounge' experience, which is popular amongst youth in the US and Singapore, the company is replicating the model in India with a pilot project in Pune.

"We are currently conducting test marketing in Pune. Depending on the response there, we will have a nationwide launch. These lounges will be mall-centric," Coca Cola India Vice-President-Marketing Venkatesh Kini said.

With the Red Lounge concept, Coca Cola is looking at providing a one-stop destination for the youth to hang out, which offers a variety of attractions such as watching TV on a giant LCD screen, play video games, surf the net and chat.

Coke would offer its entire range of diversified beverages like sparkling beverages, juice drinks, packaged water, vended Georgia tea and coffee in the lounges.

To get the youth hooked to its lounge, Coke even plans to hold gaming competitions, with the local winners eventually playing in national Red Lounge competitions.