Coca-Cola India scales up festive partnerships and retail reach

Coca-Cola India and bottling partner Hindustan Coca-Cola Beverages are expanding their festive presence across Maharashtra and other states through retail networks, community partnerships and quick-commerce platforms, while promoting PET bottle collection, recycling and upcycled art initiatives during the festive season

Mumbai: Coca-Cola India is expanding its presence across Maharashtra and other states during the festive season, strengthening its retail network and community partnerships to make its beverages more accessible to consumers.

The company, along with its bottling partner Hindustan Coca-Cola Beverages (HCCB), is scaling up its festive presence through partnerships and local touchpoints, including festive pandals and Resident Welfare Associations (RWAs), while strengthening engagement with neighbourhood markets, eateries and other key locations.

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The initiative also extends to at-home occasions, with consumers able to access beverages through neighbourhood retailers, retail and trade partners and quick-commerce platforms. The company said affordable pack choices, a strong retail and distribution network, cooling infrastructure and last-mile availability would help ensure access to chilled beverages during the festive season.

Desmond Nikhil D’Souza, Vice President – Integrated Operations (HCCB) & Commercial, Coca-Cola India & Southwest Asia, said the festive season had special significance across Maharashtra, bringing people together through traditions and shared experiences.

“We’re honoured to play a small role in these moments by keeping consumers refreshed and creating engaging experiences across the different ways they celebrate – at home, over shared meals or on the go,” he said.

D’Souza said the company was focused on making refreshment accessible while creating economic opportunities for local vendors and retailers.

Vinay Nair, Chief Commercial Officer, Hindustan Coca-Cola Beverages, said the company’s manufacturing and distribution capabilities, supported by its retail network, would help ensure the availability of its beverages across Maharashtra.

He said the company was also focused on strengthening the wider retail and supply chain ecosystem and supporting local businesses and partners involved in the celebrations.

The initiative builds on Coca-Cola India’s ‘Locally Yours’ campaign, with neighbourhood retailers forming an important part of its network of local touchpoints during the festive period.

Coca-Cola India and HCCB are also partnering with pandals on used PET bottle collection initiatives and bringing discarded materials back to life through upcycled street art.

In association with street artists Doodle Mapuls, bottle caps and labels have been transformed into a ‘Waste to Wonder’ live art installation. The company said the initiatives aimed to encourage collective responsibility and support the recovery and recycling of used PET bottles during the festive season.

Through these initiatives, Coca-Cola India said it was bringing together refreshment, community engagement and local partnerships while supporting neighbourhood businesses during the festive period.