Coke’s Cleanse

The Atlanta-based soft-drinks major is going all out to woo the Indian customer with a kaleidoscopic range of fruit and dairy-based drinks, with its popular offering losing fizz

Vishal Koul

Twenty five years after entering India, Coca-Cola India decided to have a celebration in Agra, the city where it all started in 1993. Bottlers and company executives turned up to be a part of the fun on December 11 and 12. True to tradition, most of the conversation revolved around sales volumes. It has been an interesting journey for the company starting with the launch of its iconic global brand — Coca-Cola — making a significant buyout, and several management changes. Now, they are pursuing a strategy that is more consumer-centric than ever in its history in India.