Project Swadesh

Hero-ing Local Indian Beverages

The Sparkling Ethnic Beverage project, led by Coca-Cola, focused on the resurgence of local ethnic beverages in India. Many local brands have successfully enticed new customers with flavours that resonate with Indian tastes and traditions, varying by region—whether in South India, Kolkata, Kerala, Lucknow, and beyond. This project was a part of Coca-Cola's early innovation efforts, where we were tasked with conducting experiments that would contribute to the strategic direction for the company’s future.

The main focus was on identifying diverse regions in India to explore the various flavours it has to offer. For instance, we explored traditional beverages like nannari (a type of herbal drink), Arabic grape juice (popular in Kerala), and lassi (a yoghurt-based drink).

We documented our findings, selected promising ideas, and then worked with Coca-Cola’s teams to develop these further. This also involved ensuring that the proposed flavours were feasible from a production standpoint – considering India’s extreme climates, where refrigeration might be limited – and ensuring the ingredients met both legal and marketing requirements.

Mapping India’s Diverse Beverage Landscape

The project began with a landscape review of more than 60 existing beverages through in-depth secondary research. This led to the establishment of 10 broad categories for the market, which were illustrated through a deck. Once this foundational research was completed, the project team embedded themselves in context across multiple Tier I and Tier II cities and towns across India, where they engaged with 300+ consumers and retailers to develop a holistic understanding of ground realities with respect to India’s ethnic beverage market. We conducted in-depth explorations as well as quick dipstick explorations. User profiles included pan-India consumers, diverse age groups, profiles that ranged from traditional to modern, adventurous to conservative, and at-home to on-the-go users. We focused on both the aspirational class of Indians, as well as those who are traditional, users with experimental preferences as well as conservation consumption choices. Across Tier I and II cities and towns, we also explored points of consumption and preparation that ranged from mobile to permanent retail and local markets to urban malls. Similarly, in our mapping of the beverage landscape, we scoped beverages that ranged from freshly prepared to Ready-to-drink (RTD), natural to synthetic, and traditional to modern flavours typically consumed and served in a range of temperatures.

The research helped build an understanding of user preferences, the availability of products, how this varies across locations, and what the route to market for competitors is. After synthesising our observations and insights, we arrived at a set of insights that paved the way for product and experience strategies for the client to take forward.

Building out Creative Product Opportunities

Quicksand’s role was to combine research with actionable outcomes. This involved not only ideation but also working closely with Coca-Cola's formulation and marketing teams to develop actual samples and prototypes. The aim was to blend foundational research with tangible, sensorial prototyping, allowing for direct feedback on taste and other sensory experiences.

We also studied various consumer segments to understand how Coca-Cola’s typical audience might differ from those who prefer ethnic beverages. This involved shifting preferences from one segment to another, using insights provided by Coca-Cola about their consumers.

To answer the question of what might convince consumers to embrace a new ethnic sparkling beverage, we identified product strategies articulated through three distinct product opportunities. Over ten categories were identified, mainly built around three concepts; cultural familiarity, the Indian street, and the idea of ‘glocal’ cool. Under each of these product directions, different routes were etched out, and evaluated based on their relevance, feasibility, uniqueness, reach, and category fit. These criteria included the ease of understanding and uptake of the concept, affordability, uniqueness in respect to competitors, universal appeal, and the ability to deliver on the idea of ‘ethnic flavours’ while staying true to the promise of sparkling beverages.

For instance, under the theme of cultural familiarity, keeping in mind the strong associations with recipes and ingredients that consumers may have as a way of asserting individual and collective identities, we proposed the route of ‘Indian superfoods’. Across the culinary landscape in India, there are a few superfoods that are endemic to particular geographies and widely acknowledged as being integral to well-being and rejuvenation. Using these superfoods as inspiration, we proposed an opportunity to develop sparkling flavours that drive a sense of revitalisation. Similarly under the concept of ‘glocal cool’, we proposed a product that gives voice to the evolving aspirations of the youth whilst acknowledging their deep cultural roots. One proposed route was that of an ethnic jukebox; the playful combination of global trends and ethnic twists, introducing the idea of bespoke or personalised choice within a moment of consumption that is highly social and projects a sense of cool.

In the end, we proposed several flavour concepts, worked with Coca-Cola's formulation team, and developed multiple prototypes. These were then tested with consumers and refined further. We also created concept cards for each flavour, which were used in qualitative research to gauge consumer reactions.

Tasting our Way Through India

What made this project stand out was its immersive nature — we travelled across India, sampling beverages and spending time in local markets, experiencing the country’s rich local F&B culture first-hand. Tasting and sipping our way through the research was both exciting and insightful, and the sensory immersion made the research process unique. The ethnographic research conducted on the project was centred around highlighting and appreciating Indian culture in myriad forms. The initial fieldwork was a cultural exercise, focusing on street culture, local markets, and grassroots innovations. We explored Indian ingredients, their unique benefits, and how they are deeply embedded in local food cultures.

We communicated our findings through picture stories, videos, and small media pieces, which helped convey the richness of India’s street culture to the client. This media was used in the latter stages of the project to present our research.

The scope of the research and the diversity of the study locations facilitated a nuanced understanding of India’s ethnic beverage market. The project team evaluated manifold flavours, packaging options, marketing approaches, and more to arrive at our distinct product opportunities for consideration. Adopting a human-centred approach to the research allowed for a deeper understanding of preferences, needs, and opportunities in the market for all stakeholders across the value chain.