-KH News Desk (cbedit@imaws.org )
Mumbai: Coca-Cola’s Global Chief Operating Officer Henrique Braun has stated that consumer demand in India remains strong, even amid sporadic summer rains. Highlighting India as the company’s fifth-largest market by volume, Braun emphasized the need to create new consumption occasions throughout the year to reduce reliance on peak summer sales.
“Demand continues to be resilient in India. While summer remains a major sales period globally, we are focused on developing year-round events to smooth out seasonality,” Braun said. He added that long-term strategies would involve shifting from a seasonal mindset to an all-weather one.
Braun described India as a fast-growing yet developing market for Coca-Cola, and noted the importance of quickly adapting strategies to stay on track.
On the digital front, Coca-Cola has seen rapid adoption of its kirana-focused digital platform, Coke Buddy. Currently, it is used by over 1 million of the 5 million retail outlets that Coca-Cola serves across India. Coke Buddy simplifies bulk ordering with personalized suggestions, one-click ordering, real-time tracking, and instant notifications.
Coca-Cola is also aligning with evolving consumer preferences by expanding its low- and no-sugar offerings, such as Thums Up XForce (zero sugar), Diet Coke, Coke Zero, and Sprite Zero. The company is also focusing on portion control with smaller pack sizes under its Affordable Small Sparkling Package (ASSP) initiative, while maintaining affordability and transparency.
Regarding the refranchising of its bottling operations, Braun said Coca-Cola is in a strong position after aligning with partners who share its growth vision in India. Currently, 11 bottling partners operate in the country, with the top four accounting for 85% of the volume.
Sanket Ray, President of Coca-Cola India & South Asia, stated the company is well-positioned for the next phase of growth in the short to medium term. In December 2023, Coca-Cola sold a 40% stake in Hindustan Coca-Cola Beverages Pvt Ltd (HCCB) to the Jubilant Bhartia Group. In 2024, the company further franchised operations in Rajasthan, Bihar, Northeast India, and parts of West Bengal to existing bottling partners.
Braun concluded that the focus is not on increasing the number of bottlers but on partnering with those with the highest operational capabilities and regional expertise.
