After 25 years in India, Coca-Cola is getting ready to reinvent itself

Twenty-five years on, Coca-Cola is involved in a new search - that of a new identity to bolster its presence among consumers in the country

Back in 1993, on the day of Dussehra, while the rest of India was celebrating the triumph of good over evil, a small group was sequestered in Agra and in no mood for distraction. That group was putting together the blueprint of Coca-Cola’s relaunch in the country after a break of over a decade. The challenge was simpler compared to the context today — consumer cohorts were less disaggregated, competition was less intense and media less fragmented.
 
Twenty-five years on, Coca-Cola is involved in a new search — that of a new identity to bolster its presence among consumers