Coca-Cola India has said that the Northeast is a focused market for them and there is significant potential for more headroom.

On Wednesday, the company introduced its “enhanced hydration” portfolio in the Northeast with the launch of Aquarius Glucocharge.

The product, packed with glucose, essential minerals (potassium, sodium, calcium) and fruit juice, has been developed exclusively for Indian consumers to overcome exhaustion, it said.

The company said it would conduct extensive sampling across the Northeast.

The company is manufacturing Aquarius Glucocharge through its network of co-packers, and marketing and distributing it directly in the Northeast through a super stockist and sub-distributors.

It said the product aims to cater to instant hydration needs of consumers in the Northeast while also providing them with essential minerals for an active lifestyle.

“Consumers in the Northeast want to try out something new which is a great advantage,” a senior company official said.

Anoop Manohar, director, emerging categories, Coca-Cola India, said, “Coca-Cola India has been focusing on a strategy to offer consumers a wide variety of choices as per their preferences. Functional beverages are steadily growing in India.”