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PepsiCo Inc today appointed Sanjeev Chadha as the chief executive Officer of Asia, Middle East and Africa (AMEA), effectively controlling over 90 of the 200 plus countries in which the foods giant operate across the globe.
However in terms of revenue they constitute for around 10% of the company’s turnover, through it represents two thirds of the world population.
With this move two Indian born professionals who represent their beverage companies -which include PepsiCo’s Chadha and his chief rival CocaCola’s Atul Singh who has recently been re designated as deputy president of its Pacific group- will be locking horns against each other in key markets like China and Korea.
The two have already battled in the marketplace in India as the respective bosses of the Indian operations and have pushed double digit volume growth throughout their tenures.
However Chadha will have to face tough competition from Singh in China where Coke reigns supreme and is the largest selling brand with PepsiCo trailing far behind. According to industry figures Coke had a 16.6% of the soft-drink market in China while rival PepsiCo only had a 5.1% share.
In this new role, Chadha will report directly to the chairman and CEO Indra K. Nooyi . Chadha currently served as President, PepsiCo Middle East and Africa.
The countries which he will oversee also include Africa, middle east (a highly profitable market for the company), Australia, New Zealand, Japan, south east Asia amongst others. Singh however has a much smaller role overlooking only 10 countries in which China and india constitutes for over 10% of its global volumes.
Chadha a 23 years old veteran in the company has played a key role in steering the foods company in India after the pesticide controversy.
The IIM Ahmedabad graduate was instrumental in opening up a value foods division Lehar Foods which pushed Indian packaged snack products, and looked at pricing points below Rs 5. He also was instrumental in working out the modaltities for a joint venture with Tatas to sell health and wellness products especially at the mass market.
Under his regime PepsoCo also became the largest foods and beverage company in India.
“Sanjeev is one of the most respected senior leaders in the PepsiCo family and he has a strong track record of success,” said Nooyi. “His leadership, experience and deep knowledge of the business, the region and its people will help to continue to drive success in AMEA.”
