Coca-Cola counts on Indian drops of joy

NEW DELHI: Coca-Cola India is set to play a larger role in the soft drink company’s global scheme of things, even as it is planning to bring in an array of beverages from its global basket in the non-carbonated space. To begin with, the soft drink company is setting up an equipment-testing centre in Hyderabad to test coolers for the Asia-Pacific region.

Other similar initiatives will be in the space of engineering, technical R&D, and utilising the Indian talent pool for meeting global needs in areas such finance and marketing. Coca-Cola India president and CEO Atul Singh made a slew of announcements at a press meet on Friday while unveiling the company’s new corporate logo, little drops of joy, put together by the Prasoon Joshi-headed McCann-Erickson. The campaign aims to present a more humane face of the company, which has been ridden by controversies the past few years.

The campaign, an Indian adaptation of the Coca-Cola Company’s recently unveiled global campaign, is an initiative to connect with shareholders, the company said. “We have adopted a five-point strategy involving people, planet, portfolio, partners and performance,” Mr Singh said.

Coke intends to invest as much in the corporate campaign as in specific brand advertising which will continue unchanged, said Coke’s marketing V-P Venkatesh Kini. Coca-Cola India is in the midst of a $250-million restructuring exercise which will be spread across three years. The amount is being utilised for streamlining bottling operations, enhancing infrastructure such as coolers and bottling lines, investing in sales, equipment, trucks and other distribution related materials, and expanding its product portfolio with plans to enter new segments.

“Sparkling beverages, energy drinks, sports drinks, flavoured water and juices in localised flavours are new areas that we are considering,’’ said Mr Singh, adding that the company was also open to synergistic local acquisitions. He added the company was also studying if the Indian market was ready for energy drinks major Glaceau’s brands, which it recently acquired for $4.1 billion.