When Coca-Cola Co. directed its global subsidiaries to launch more local flavors last year, the company's Indian arm came up with a unique drink: chunky mango juice. Indians commonly squeeze mangoes to soften them and then bite a hole in the tropical fruit's tough skin to suck out the pulp, Coke's Indian drink developers knew. So they concocted a beverage to mimic that experience, called Maaza Chunky.
The invention of an India-only product was something the beverage behemoth wouldn't have attempted three years ago, but it reflects a push by Coke Chief Executive James Quincey to get the company to shed its culture of cautiousness, expand into new categories and bring products to market faster.
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