Covid-19 impact: WFH consumers are the real thing in new Coke plan

Adapting to the needs of the changing lifestyles of consumers, Coca-Cola India is effecting changes in its business model. The country’s largest aerated drinks company is focusing on driving in-home consumption — deviating from its out-of-home strategy.

It is planning to do so through new products and by ensuring doorstep availability, said a top executive.

T Krishnakumar (KK), president, Coca-Cola India and Southwest Asia, said the Covid-19 crisis, and the lockdown that followed, has changed consumer behaviour. He said realigning Coke’s strategies to meet the new normal will be key in the coming days. “One of our biggest learnings is that in