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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

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

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 ...