Despite unpredictable summer rains across parts of India, Coca-Cola says demand for its beverages remains steady and shows no signs of slowing. The company is now working on a broader strategy to push consumption beyond the traditional summer peak, aiming to build more year-round relevance for its drinks.
“India continues to be a high-growth market for us. Even with seasonal challenges, consumer interest holds firm,” said Henrique Braun, Executive Vice President and Chief Operating Officer of Coca-Cola. Speaking about the brand’s long-term plans, Braun emphasized the need to reduce the heavy reliance on peak summer months by creating new consumption moments throughout the year.
Continue Exploring: “Kuch Nahi Hoga”—Anupam Mittal Challenges This Dangerous Mindset in Policy Bazaar’s New Ad
“Globally, summer drives a large chunk of beverage sales—but that doesn’t mean we should wait around for the heat,” Braun said. “We’re focused on building events and habits that encourage people to enjoy our products no matter the season. It won’t happen overnight, but the trend is clear when you zoom out: Indian demand is strong, and it’s growing.”
India ranks as Coca-Cola’s fifth-largest market by volume worldwide, and the company is investing accordingly—not just in products, but also in digital infrastructure. One key initiative is Coke Buddy, the company’s tech platform for local kirana stores. Currently, over 1 million retailers in India have adopted Coke Buddy, helping them streamline bulk ordering, track deliveries, and receive personalized suggestions.
“We’ve learned a lot from the Indian market, especially in how digital tools can drive adoption and convenience at the grassroots level,” Braun noted.
On the product side, Coca-Cola India is leaning into shifting health trends by expanding its portfolio of low- and zero-sugar drinks. The company recently launched Thums Up XForce, a no-sugar version of the popular Indian cola. Other options like Diet Coke, Coke Zero, and Sprite Zero also cater to health-conscious consumers. Smaller packaging formats, such as the Affordable Small Sparkling Package (ASSP), are being pushed to encourage portion control while maintaining price accessibility.
Continue Exploring: Lahori Beverages Nears ₹450 Crore Fundraise as Valuation Soars to ₹2,500 Crore – A New Challenger in India’s Booming Drinks Market
“As consumer preferences evolve and regulations tighten, we’re adapting quickly,” Braun added. “From reformulating beverages to offering more transparency, the focus is on giving people choices without compromising on taste or accessibility.”
For Coca-Cola, the long game in India isn’t just about selling more drinks in the heat—it’s about making those drinks a part of daily life, rain or shine.
