Coca cola in India

Coca Cola is the largest beverage maker in India and is estimated to have about 40% of the
market share of branded beverages in the country. For Coca-Cola in general, India is
currently the sixth largest market after the United States, Mexico, Japan, Brazil and China.
While Quincy's India team - led by T. Krishna Kumar, the head of Coca-Cola India and
Southwest Asia - is moving India as one of the first-class in the foreseeable future, his long-
term vision is that India is among the top three global markets.

The Coca-Cola Company started operating in India in 1950. However, in 1977, they
withdrew operations from the country in protest of regulations and legislation by the
Government of India constraining the weakening of equity of multinational enterprises. On
October 24, 1993, they chose to re-enter the market, and have kept up a strong presence ever
since.

Industry experts believe that expanding its portfolio in India is a smart move from Coca-Cola.
They point out that unlike the United States, where soft drinks are often a substitute for
water, in India drinks such as Coca Cola and Pepsi from rival PepsiCo are used more for
consumption at times.

The prices : Following the 5% expansion in extract for cola drinks in the Budget of india ,
Coca-Cola raised retail prices of all its cola brands .
The company has increased prices of its cola brands from Rs 34 to Rs 37 (600 ml bottle).
"Cola majors have no choice but to increases prices now. PepsiCo India will soon follow
suit," said an FMCG analyst based in Mumbai.
Coca-Cola declined to remark on its ongoing move. Actually, customers expected cost
increments after the declaration in the Union Budget.

The recycling : As a leading beverage producer, Coca-Cola India has joined forces with
Packaging Association of Clean Environment (PACE) to advance the recycling of PET.
The market for recycled PET (Polyethylene Terephthalate) bottles is very vast , it recycles
60 to 70 per cent of PET bottles, as this organised sector generates around Rs. 3500 crore per
year, employing thousands of people and recycling billions of bottles.

The packaging : Sustainable packaging requires the Company to “reduce, reuse and recycle.”
One way we reduce is by improving the design of the packages, a procedure known as
lightweighting. Through sustained efforts over the years, Coca-Cola has leveraged
technological advancement to reduce the weight of the packaging of several of its products.
Coca-Cola is attempting to innovate with its packaging, hoping to create more sustainable
packaging techniques.

Examples of Coca-Cola Products in India:

1- THUMS UP Drink:

Coca-Cola describes the beverage as a cola but with a slightly spicy taste. In India, it is said
that this drink is for men only, as the Taste of Thunder suggests.
Thums Up is a brand of coca cola in India. The logo is a red thumb up hand. It was
acquainted in 1977 to offset the withdrawal of The Coca-Cola Company from India. The
brand was later bought by Coca-Cola who re-launched it in order to compete against Pepsi.
2- Maaza Drink:

Maaza is a Coca-Cola fruit drink brand originated in India , the most prevalent beverage
being the mango variety, so much that over the years, the Maaza brand has turned out to be
synonymous with Mango which is known as the "King of Mangoes" in India .
Maaza was launched in 1976 in India and was acquired by Coca-Cola in 1993 from Parle
Bisleri along with other beverages .

Refrences :

Coca-Cola Journey | Refreshing India one story at a time. (n.d.). Retrieved from http://coca-
colaindia.com/

Srinivasan, L. (n.d.). Coca-Cola raises prices for all cola brands in India. Retrieved from
https://www.financialexpress.com/archive/coca-cola-raises-prices-for-all-cola-brands-in-
india/1277168/

Thums Up Soft Drink | Coca-Cola India. (n.d.). Retrieved from https://www.coca-

colaindia.com/thums-up-brand

Maaza Mango Juice | Coca-Cola India. (n.d.). Retrieved from https://www.coca-

colaindia.com/brands/maaza-brand