Coca-Cola worldwide and in India The Coca-Cola Company is the worlds largest beverage company.

Along with Coca-Cola, recognized as the worlds most-valuable brand, the Company markets four of the worlds top five soft drink brands, including Diet Coke, Fanta and Sprite and a wide range of other beverages, including water, juices and juice drinks, tea, coffee and sports drinks. Through one of the worlds largest beverage distribution system, consumers in more than 200 countries enjoy The Coca-Cola Companys beverages at a rate exceeding 1.6 billion servings each day. Coca-Cola in India is the countrys leading beverage Company with an unmatched portfolio of beverages. The Company manufactures and markets leading beverage brands like Coca-Cola, Thums Up, Fanta, Fanta Apple, Limca, Sprite, Maaza, Minute Maid, Burn, Kinley and Georgia range of tea coffee, Nestea and Fanta Fun Taste.
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One of the early investors in India, the Coca-Cola system provides direct and indirect employment to more than 1, 50,000 people. The Coca-Cola System in India has more than 1 million retailers and our business has a multiplier effect on employment and earning opportunities. Coca-Cola in India is the largest domestic buyer of sugar and one of the top buyers of mango pulp. The Coca-Cola System in India business also positively impacts industries like Glass, Plastics, Resin Manufacturers, Sugar, Automobiles, White Goods Manufacturers, Banking etc. The Coca-Cola Company has always placed high value on good citizenship. At the heart of business is a mission statement called the Coca-Cola Promise - The Coca-Cola Company exists to benefit and refresh everyone that it touches. This basic proposition entails that the Companys business should refresh the markets, protect, preserve and enhance the environment and strengthen the community. Coca-Cola India provides extensive support for community programs across the country, with a focus on education, health and water conservation. The Company has installed more than 500 rain water harvesting structures in the country. The Company has also undertaken the rejuvenation and reconstruction of several traditional water bodies including check dams. We are also working towards providing clean drinking water to school children in Chennai and areas in West Bengal in partnership with Rotary International and UN Habitat respectively. The Company is committed to work with communities across India in its effort to contribute to mutual growth and development.

From the CEOs Desk Dear Friends, 2010 was quite a challenging year; but we exceeded our volume and profit commitments. We successfully cycled 30 percent growth of last year, and continued to grow volumes during the year. I am immensely proud of all that we as a Business Unit, have accomplished in the past 5 years. In these years we have been successful in turning around and building a locally relevant, growth oriented and profitable business in India. Today we are the clear leader in the NARTD business with seven of the top ten brands (including the top two) in the country. We have delivered 18 consecutive quarters of growth with 14 in double digit; we have achieved strong system health wherein all our Bottlers are investing aggressively in the business; we are viewed as an Employer of Choice

wherein the best talent would like to join and work with us and most importantly, we are recognized as an integral part of the communities we serve. We have all, together, achieved something that we can truly be proud of. Today, India and South West Asia Business Unit is well on track to achieve our 2020 vision of being among the top CocaCola businesses in the world. The highlights of the year include was our entry into the dairy segment with the launch of Maaza Milky Delite in Kolkata. The product has been developed at our R&D lab in Gurgaon and is a delicious blend of juicy mangoes and milk. The initial feedback on the product and the communication has been very positive and encouraging. We also launched the globally successful Nestea Ready-to-drink beverage in Mumbai in the last quarter of the year. Earlier in the year, we launched Minute Maid Nimbu Fresh and the product is setting new benchmarks in the lemonade segment. The launch of the second edition of the Coca-Cola Mir Iqbal Hussain trophy to encourage grassroots football was the other notable achievement during the year. Our focus on sports got a new dimension with our successful partnership in hosting the XIX Commonwealth Games in New Delhi. The Games provided us an opportunity to hydrate more than 7,000 athletes and delegates and more than 20,000 volunteers who participated in the Games. In addition to our range of sparkling and still beverages available in India, we also provided to the athletes our global sports drink brand Powerade and Minute Maid 100% juice. Our partnership with the Commonwealth Games is in keeping with our belief that sports promotes healthy, active living and social cohesiveness and we are happy to play the role of catalysts in this exercise. We remain committed to work with communities across the country for our mutual growth and development; and I look forward to your continued support in carrying the growth momentum forward. Best Regards Atul Singh, President & CEO, Coca-Cola India & South West Asia

The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Road map" for winning together with our bottling partners.

Our Mission
Our Road map starts with our mission, which is enduring. It declares our purpose as a Company and serves as the standard against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference

Our Vision
Our vision serves as the framework for our Road map and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities Profit: Maximize long-term return to share owners while being mindful of our overall responsibilities Productivity: Be a highly effective, lean and fast-moving organization Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, its up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently

Focus on the Market

Work Smart

Act Like Owners Be accountable for our actions and in actions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didnt

Be the Brand Inspire creativity, passion, optimism and fun

Coca-cola system worldwide and in india

At the core of our business in India, as in the rest of the world is our production and distribution network, which we call the Coca-Cola system. Globally, the Coca-Cola system includes our Company and more than 300 bottling partners. The Coca-Cola Company manufactures and sells concentrate and beverage bases. Our authorized bottlers combine our concentrate or beverage bases as the case may be with sweetener (depending on the product), water or carbonated water to produce finished beverages. These finished beverages are packaged in authorized containers bearing our trademarks -- such as cans, refillable glass bottles, non-refillable PET bottles and tetra packs -and are then sold to wholesalers or retailers. In India, additionally, the Company also sells certain powdered beverage mixes such as Vitingo and Fanta Fun Taste. Our beverages reach our ultimate consumers through our customers: the grocers, small retailers, hypermarkets, restaurants, convenience stores and millions of other businesses that are the final points of distribution in the Coca-Cola system. What truly defines the Coca-Cola system, and indeed what makes it unique among businesses, is our ability to create value for our customers and consumers. In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan CocaCola Beverages Pvt Ltd; thirteen authorized bottling partners of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages.These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India.

History of bottling :
1950 1958 1973 1977 1992 Coca-Cola bottling plant opens in New Delhi Concentrate plant opens in India 22 bottling plants operate in 13 states Coca-Cola and 38 other companies refuse to dilute stake, formally withdraws from Country in 1978 Re-enters India

Bottling parners of the coca-cola company

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized bottling partners of The CocaCola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages.These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India.

Working as a globle team

Our people are the face of our brands. They are talented and passionate, and they take immense pride in being a part of this Company with a global scale. The Coca-Cola system in India directly employs over 25,000 people including those on contract. The system has created indirect employment for more than 1,50,000 people in related industries through its vast procurement, supply and distribution system. We strive to ensure that our work environment is safe and inclusive and that there are plentiful opportunities for our people in India and across the world.

Company history
The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailers. Today, our brands are the leading brands in most beverage segments. The Coca-Cola Companys brands in India include Coca-Cola, Fanta Orange, Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and Nestea Iced tea, the Georgia Gold range of teas and coffees and Vitingo (a beverage fortified with micro-nutrients). In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan CocaCola Beverages Pvt Ltd; thirteen authorized bottling partners of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages.These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India. The Coca-Cola Company has invested nearly USD 1.1 billion in its operations in India since its reentry back into India in 1992. The Coca-Cola system in India directly employs over 25,000 people including those on contract. The system has created indirect employment for more than 1,50,000

people in related industries through its vast procurement, supply and distribution system. We strive to ensure that our work environment is safe and inclusive and that there are plentiful opportunities for our people in India and across the world. The beverage industry is a major driver of economic growth. A National Council of Applied Economic Research (NCAER) study on the carbonated soft-drink industry indicates that this industry has an output multiplier effect of 2.1. This means that if one unit of output of beverage is increased, the direct and indirect effect on the economy will be twice of that. In terms of employment, the NCAER study notes that an extra production of 1000 cases generates an extra employment of 410 man days. As a Company, our products are an integral part of the micro economy particularly in small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India is amongst the largest domestic buyers of certain agricultural products. As an industry which has strong backward and forward linkages, our operations catalysis growth in demand for products like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. Our operations also lead to incremental growth for enterprises engaged in post production activities like merchandising, marketing and sales. In addition, we share best practices and technological advancements with our suppliers, vendors and allied industries which often lead to improvement in the overall standards of quality across industries. The Coca-Cola Company has always placed high value on good citizenship. Our basic proposition entails that our Companys business should refresh the market; enrich the workplace; protect and preserve the environment; and strengthen the community. We leverage our unique strengths to actively support and respond to local needs -- be it the need for education, health, water or nutrition. We have used our distribution network for disaster relief, our marketing prowess to raise awareness on issues such as PET recycling, and our presence in communities to improve access to education and potable water. The Coca-Cola India Foundation is now taking forward in the community at large, projects and programs of social relevance to carry forward the message of inclusive growth and development. For more details on activities of the Coca-Cola India Foundation, please visit the website of the Coca-Cola India Foundation, www.anandana.org.

productn line
Coca-Cola Diet Coke Thums Up Sprite Fanta Limca Maaza Maaza Milky Delite Minute Maid Pulpy Orange Minute Maid Nimbu Fresh Burn Kinley Water Kinley Soda Nestea Schweppes GEORGIA Gold

 Product Safety & Quality Nutrition Labels

We offer a wide portfolio in India, spanning sparkling drinks, juice and juice drinks, Packaged water, energy drinks, tea & coffee. Worldover, we offer over 3300 beverages in our portfolio. ................................................................................................................................................................

The Coca-Cola System has policies and practices in place regarding marketing our beverages in a responsible manner. We are committed to creating accurate, age-appropriate advertising. We led the global beverage industry in adopting a global Advertising and Marketing to Children Policy, communicating our marketing guidelines and our respect for the role of parents in choosing beverage options for their children. We do not directly target children under the age of 12 in our marketing messages in our advertising, and we do not show children drinking any of our products outside of the presence of a parent or caregiver.

Having a sound, stable and ethical supply base is important for our growth and the footprint we leave in local communities around the world. Our suppliers provide our system with materials, including ingredients, packaging and machinery, as well as goods and services. As a Company, we have a responsibility to hold our direct suppliers and bottling partners to standards commensurate with our own operations. Our suppliers are expected, at a minimum, to conduct business in an ethical manner and comply with all applicable laws and regulations. Our Supplier Guiding Principles (SGPs) communicate our values and expectations for our bottling partners and business partners. They are the foundation of our commitment to promote the respect of labor rights among our business partners. The SGPs are a requirement for all direct suppliers of goods and services to the Coca-Cola India System and all suppliers of materials that are specifically authorized by The Coca-Cola Company for use by our suppliers. The SGPs are included or where necessary, incorporated by reference in all supplier contracts, and many suppliers receive training to facilitate implementation. Global policy requires that suppliers be assessed for compliance at least once every three years by an authorized external auditing agency. If non-compliance is found, we provide a timeframe and offer expertise for corrective action by the facility. We also require follow-up assessments of non-compliant facilities as frequently as every six months. Suppliers have offered positive feedback on the SGPs program, including the observation that it supports the transition of their Human Resources teams from an administrative function to a professional department. Following the implementation of the new Labor Contract Law, weve also received feedback on the value of offering support and education regarding the relevant laws and compliance. We do recognize that some suppliers may view the audit process as time- and resource-intensive. To alleviate inefficiencies for suppliers who sell to ours and other companies, we are willing to review and accept results of third-party audits completed for other companies with comparable supplier codes, and we encourage our suppliers to share our audit results with their other customers. ;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;

package
Our vision is to advance a packaging framework in which our packaging is no longer seen as waste, but instead as a valuable resource for future use. To realize this zero waste vision, we are guided by a commitment to continuous improvement.

Completing the cycle Packaging adds value to our products by increasing shelf life, minimizing breakage, reducing transportation and handling costs, safeguarding public health, providing product information and creating consumer convenience. But in an era of rising energy costs and scarce resources, we must work toward packaging that adds value not only to our products, but also to our environment and society. reduce We aim to be amongst the most efficient users of consumer-preferred packaging in the global beverage industry and in India. This begins in our package development stage, where we work to use the least amount of natural resources necessary to protect product quality and meet consumer needs. One of the ways we conserve natural resources is by light weightingtaking weight and material out of our packaging. Our packaging innovation teams are continually testing packages and looking for new ways to decrease our raw material use while also reducing costs. In India, over the last decade, we have successfully reduced the weight of our glass bottles used for packaging sparkling beverages ranging from 10% to 33% for different pack sizes .

Drip irrigation projects

The Coca-Cola system provides part funding to farmers to install the equipment while Krishi Vigyan Kendra provides the knowhow, training and insights to the farmers to carry out drip irrigation based farming. At the end of 2009, 113 drip-irrigation projects spread over an area of 56 hectares.

;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; "We want to be the Hindustan Lever1 of the Indian beverage business." - Sanjeev Gupta, Deputy President - Coca-Cola India in May 2002.2 he rural market is a significant part of our marketing strategy which enables us to help the consumer link with our product." - Sanjeev Gupta, Marketing Director - Cola-Cola India, in August 1995.3

'Thanda' Goes Rural

In early 2002, Coca-Cola India (CCI) (Refer Exhibit I for information about CCI) launched a new advertisement campaign featuring leading bollywood actor - Aamir Khan. The advertisement with the tag line - 'Thanda Matlab Coca-Cola4' was targeted at rural and semiurban consumers. According to company sources, the idea was to position Coca-Cola as a generic brand for cold drinks. The campaign was launched to support CCI's rural marketing initiatives. CCI began focusing on the rural market in the early 2000s in order to increase volumes. This decision was not surprising, given the huge size of the untapped rural market in India (Refer Exhibit II to learn about the rural market in India). With flat sales in the urban areas, it was clear that CCI would have to shift its focus to the rural market. Nantoo Banerjee, spokeswoman - CCI, said, "The real market in India is in the rural areas. If you can crack it, there is tremendous potential."5

However, the poor rural infrastructure and consumption habits that are very different from those of urban people were two major obstacles to cracking the rural market for CCI. Because of the erratic power supply most grocers in rural areas did not stock cold drinks. Also, people in rural areas had a preference for traditional cold beverages such as 'lassi' 6 and lemon juice. Further, the price of the beverage was also a major factor for the rural consumer.

CCI's Rural Marketing Strategy

CCI's rural marketing strategy was based on three A's - Availability, Affordability and Acceptability. The first 'A' - Availability emphasized on the availability of the product to the customer; the second 'A' - Affordability focused on product pricing, and the third 'A'- Acceptability focused on convincing the customer to buy the product. Availability Once CCI entered the rural market, it focused on strengthening its distribution network there. It realized that the centralized distribution system used by the company in the urban areas would not be suitable for rural areas. In the centralized distribution system, the product was transported directly from the bottling plants to retailers (Refer Figure I). However, CCI realized that this distribution system would not work in rural markets, as taking stock directly from bottling plants to retail stores would be very costly due to the long distances to be covered. The company instead opted for a hub and spoke distribution system (Refer Figure II). Under the hub and spoke distribution system, stock was transported from the bottling plants to hubs and then from hubs, the stock was transported to spokes which were situated in small towns. These spokes fed the retailers catering to the demand in rural areas. CCI not only changed its distribution model, it also changed the type of vehicles used for transportation. The company used large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the stock from the hubs to spokes. For transporting stock from spokes to village retailers the company utilized auto rickshaws and cycles. Commenting on the transportation of stock in rural markets, a company spokesperson said, "We use all possible means of transport that range from trucks, auto rickshaws, cycle rickshaws and hand carts to even camel carts in Rajasthan and mules in the hilly areas, to cart our products from the nearest hub."7 In late 2002, CCI made an additional investment of Rs 7 million (Rs 5 million from the company and Rs 2 million from the company's bottlers) to meet rural demand. By March 2003, the company had added 25 production lines and doubled its glass and PET bottle capacity.8... Affordability A survey conducted by CCI in 2001 revealed that 300 ml bottles were not popular with rural and semi-urban residents where two persons often shared a 300 ml bottle. It was also found that the price of Rs10/- per bottle was considered too high by rural consumers... Acceptability The initiatives of CCI in distribution and pricing were supported by extensive marketing in the mass media as well as through outdoor advertising. The company put up hoardings in villages and painted the name Coca Cola on the compounds of the residences in the villages. Further, CCI also participated in the weekly mandies by setting up temporary retail outlets, and also took part in the annual haats and fairs - major sources of business activity and entertainment in

rural India...

Future Prospects
CCI claimed all its marketing initiatives were very successful, and as a result, its rural penetration increased from 9% in 2001 to 25% in 2003. CCI also said that volumes from rural markets had increased to 35% in 2003.

Coca-Cola to focus on rural India demands

With the rural market offering a different variety of consumers, the company is tailoring its business to suit their requirements New Delhi: Global beverages major Coca-Cola Company is tailoring its business to meet the requirements of rural India, which the company has identified as a huge opportunity. There are 700 million people in India who live in rural area. We dont want to neglect them. We see a huge opportunity there, Coca-Cola Company executive vice-president and chief marketing and commercial officer Joseph Tripodi told reporters on the sidelines of AdAsia 2011. A file photo of children in Goa in front of a painted Coca-Cola sign He said with the Indian rural market offering a different variety of consumers, the company is tailoring its business to suit their requirements. We need to make our products available, we need to make the products are affordable, we need to make sure the packages are at the right size. So packaging, right price points, right availability are all important components, he said. Besides, the company is also looking at the supply chain issues and how to optimize through innovative ways. How do we get our manufacturing closer to the people? We constantly look at innovations against on all these things. We are looking at supply chain, to optimize our supply chain. We are bullish on not only the urban centers but also what can happen on the rural environments, Tripodi said. He also said Coca-Cola has done estimation on how the Indian middle class population will grow in the next decade projecting more growth opportunities for the firm. We project almost a billion people entering the middle class in the next decade (in India). Almost 800 million people are moving in the cities. When people move in to the cities their lives become fast and they want packaged beverage, that is s why we are very bullish on India, he said. With such opportunities ahead, he said India is one of the most important markets across all dimensions of profit, people, partnerships and productivity for Coca-Cola. India is a strategic market for the Coca-Cola company that we have to have a significant presence in. We invest a lot of money in India. We have in the past and we will continue to do so in future. In the 21 quarters we have had nice double digit growth in India, Tripodi added. Asked about localization of taste in order to tap the market more intensely, he said, There are big opportunities on flavors and appealing to the local palate which Im very supportive of. I think its definitely important to appeal to the local palate.Citing the example of Mexico which is the most successful market for the company in terms of local brands or flavor extensions, he said the Fanta brand has 15 different flavor extensions in the country.

Non-alcoholic

beverage market to reach Rs. 11k crore

by 2015
Carbonated or aerated drinks account for about 30% of the total non-alcoholic beverages market in the country Bangalore: The size of the non-alcoholic beverages market in India is likely to reach the Rs. 11,000 crore-mark by 2015, industry body Assocham said on Wednesday. Growing at a CAGR of about 20%, the non-alcoholic beverages sector is currently worth about Rs. 6,000 crore, according to a study on Opportunities in the Indian Non-Alcoholic Beverages Market by the Associated Chambers of Commerce and Industry of India (Assocham). Photo by Bloomberg. Domestic consumption of non-alcoholic beverage currently stands at about 17,500 crore litres and is likely to cross the 35,000 crore litres mark by 2015, said Assocham secretary general D S Rawat while releasing the findings of the study. The non-alcoholic beverages industry includes carbonated beverages, sparkling beverages, still beverages like distilled water, fruit juices, fruit-based drinks, energy and sports drinks, sodas, hot beverages like tea and coffee and other drinks that have no alcohol content. As part of the study, Assocham analysed returns on sales, investment, expenses, turnover and working capital management ratios and interacted with representatives of about 70 companies operating in the non-alcoholic beverages segment. Emerging wellness trends, higher expenditure for healthy lifestyle by Indias rising middle class and overall strong domestic economy are certain key factors driving the non-alcoholic beverage market in India, said Rawat. Coca-Cola, Pepsico, Parle Agro Pvt Ltd, Dabur and Godrej are among the leading players in the domestic non-alcoholic beverage circuit, highlights the Assocham study. Carbonated or aerated drinks account for about 30% of the total non-alcoholic beverages market in the country.he size of the segment is currently estimated at about Rs. 1,800 crore, while the value of the fruit drink segment is estimated at about Rs. 1,200 crore and the energy drinks market is worth about Rs. 600 crore.

Coca-Cola profit slightly better than expected

Coca-Cola Co reported net income of $2.80 billion, or $1.20 per share for the second quarter, compared with $2.37 billion, or $1.02 per share, a year earlier .\ New York: Coca-Cola Co reported slightly better-than-expected quarterly results on Tuesday, helped by strong growth in emerging markets. The worlds largest soft-drink maker, with brands including Sprite, vitaminwater and Powerade, reported net income of $2.80 billion, or $1.20 per share for the second quarter, compared with $2.37 billion, or $1.02 per share, a year earlier. Excluding one-time items, earnings were $1.17 per share. Analysts on average were expecting $1.16 per share, according to Thomson Reuters I/B/E/S. Revenue rose to $12.74 billion, with worldwide volume up 6%. North American volume, excluding new cross-licensed brands such as Dr Pepper, was flat in the quarter. That compares with gains of 2% in the first quarter, 3% in the fourth quarter and 2% in the third quarter.

Analysts were expecting revenue of $12.38 billion.

Spotlight | Brrr! Irritating

The new campaign for Coca-Cola by the creative team at McCann Erickson India showcases brand ambassador Imran Khan sharing his spontaneous Brrr reaction after an ice-cold bottle of Coca-Cola Reviewer: Prathap Suthan Prathap Suthan is chief explorer at brand consultancy The Advisory and chief creative officer at iYogi, an information technology company. With around 23 years experience in advertising, Suthan is best known for the India Shining campaign. He has also worked with brands such as Rasna, Samsung and the Incredible India campaign. Campaign The new campaign for Coca-Colaby the creative team at McCann Erickson India showcases brand ambassador Imran Khan sharing his spontaneous Brrr reaction after an ice-cold bottle of CocaCola. What did you think of this new campaign? Well, its a great-looking film. And a fine adaptation of a global campaign. But thats where I get off. While the idea is fizzing with contagious potential, this execution is so YouTube familiar. Id have liked this film the first time I saw it. But now, I cant wait for it to finish. Brrr annoys me. Maybe its because of my Coke habit. Been an addict since the mid-1980swhen I lived in the US. I was part of the vox populi that booed New Coke, bayed for the return of Classic Coke, and I still avoid Ruby Tuesday (a restaurant chain) because they serve only Pepsi. For someone like me on the wrong side of 40, and for someone like my son whos on the right side of 18, Brrr is irritating. How does the campaign compare with earlier Coca-Cola ads? Coke has forever been non-maverick. Unlike Pepsi. Its been clean, pure, urbane fun. Suddenly, this is adulterated Coke. The idea isnt right for our market. Brrr is more of an English expression, and I doubt if itd mean cold refreshment to the masses. In fact, I asked my driver if he understood what it meant. And his response not only strengthened my dislike, it also added the layer of mispronunciation. He called it the Prrr ad. And that sounds disgusting. I have a feeling thats precisely what is wrong with this. This whole Brrr is a licence for crass to liberate itself. I am not a prude. Neither am I condescending. It may be cute when a two-year-old starts Prrring, but in the mouths of the uncouth, this could get nasty. Do you think this campaign works for Coca-Cola as they head into one of the busiest seasons for the cola category? Brrr has been a success in many countries. And thats got to do with the familiarity of the expression. But in India, this is a new expression. People have to first accept it as the sound of cool refreshment. To me, thats the googly. I cannot bring myself to say Brrr. And neither will anyone sensible, when riff-raffs Prrr around. I also dont think many Indian teenagers would Brrr. Aspiration wise, the average teenager who gets infected will feel silly to Brrr. Though he would have if the brand were a beer. The little lot, who will Brrr, unfortunately wont get the cool layering. But with the Dil Scoop, the Helicopter Shot, the Slinga, the Doosra far cooler at the Wankhede today, theyd Upar Cut Coke out of their lives. Versus Pepsi, Brrr wont change the game. Grrr.