And now, coconut water from the house of Coca-Cola

Coca-Cola, the Atlanta-based multinational beverage manufacturer, is preparing to launch packaged coconut water in India, because consumers now increasingly prefer non-sugary drinks, resulting in a dip in the sale of fizzy drinks.

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Zico, a US coconut water brand that the company had acquired in late 2013 is currently being tested in the Indian market, as part of the market survey.

Coca-cola is already a world leader in packaged coconut water category, one of the fastest growing categories in the world, because of this 2013 deal.

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"Though brands such as these are niche, Coca-Cola has to prepare the decks and hedge bets, as the backlash on cola consumption and health activism is gaining ground in the country," said one of ET sources.

There has been an increasing shift in the preferences of customers towards healthy drinks, which has largely impacted both Pepsi and Coca-cola, two of the leading soft drink brands in India. This has probably led to the companies thinking of venturing big time into the segment of healthy drinks.

Also read: Coca-Cola is finally ditching sugar around the world

(Image source: EatDrinkLiveWell)