“Is Coca-Cola number one in India?” is a book about
the true story of the biggest brand in the world, making a re-entry into India,
namely Coca-Cola. Who could be a better
narrator of history than me, the first employee and part of the “India Task
Force” of the company in the year 1992?
Having submitted the “India Plan” to the incumbent President, I had been
nominated the “Head of the launch task force for India” by the time of the
launch in Agra in October, 1993.
Coca-Cola has been number one all over the world for
over a century owing to its dedication to a high standard of quality, in the
product as well as the service. The
vastness of India warranted that we painstakingly launch the product through
Greenfield projects, one by one. Though
time consuming, this is a traditional route that the company adopts for
supremacy on the long run.
However, the
company had decided to stay away from the trodden path and opted for a short
cut to success. The brand leader at the
time was ThumsUp of Parles and the company had bought over their brands, the
flip side being that we had in our laps relatively old 54 bottling units. This decision got most of us in the
management team thinking long term, praying that we should never have to ask
the question, “Is Coca-Cola number one in India?”
The purchase of the Parle brands had come about
owing to the betrayal of the Parle bottlers, who were overcome with the might
of Coca-Cola. However, Parles still
continued to be owners of bottling units in the biggest markets of Bombay and
Delhi, which increased their leverage with Coke. The launch by the Agra bottler witnessed a
spy within their camp and the media flashed the headline, “Coca-Cola has no
fizz” resulting in the Technical head of Coke being shifted.
Our worst fears had come true with egos at
the top affecting the performance in the lower layers. We had to overcome hurdles in Delhi and
confront a prolonged restaurant strike in Bombay. Illegal production of concentrate had to be
halted with legal intervention. Purchase
of the Ahmedabad bottling unit by the competition followed suit, leading to a
management by crisis situation, in terms of product availability.
It is now 2014, warranting the need for a review in
analysing the current standing of the brand Coca-Cola. Our worst fears have come true as we now find
that Coca-Cola is nowhere near the number one mark. A detailed analysis reveals that even now
Coke is about to make some more mistakes.
So, possible solutions have been outlined in the final conclusion. Being a Coke loyalist, I want to hear,
“Coca-Cola is number one in India.”
So I invite all Coca-Cola lovers to give your comments and suggestions!