Coca Cola India's Thirst for the Rural Market |
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"We want to be the Hindustan Lever1 of the Indian beverage business." - Sanjeev Gupta, Deputy President - Coca-Cola India in May 2002.2 "The rural market is a significant part of our marketing strategy which enables us to help the consumer link with our product." - Sanjeev Gupta, Marketing Director - Cola-Cola India, in August 1995.3 'Thanda' Goes Rural
This decision was not surprising, given the huge size of the untapped rural market in India (Refer Exhibit II to learn about the rural market in India). With flat sales in the urban areas, it was clear that CCI would have to shift its focus to the rural market. Nantoo Banerjee, spokeswoman - CCI, said, "The real market in India is in the rural areas.
Coca Cola India's Thirst for the Rural Market - Next Page>> 1] Indian arm of FMCG major Unilever. HLL was credited with pioneering rural market initiatives in India with its Project Bharat (1988) and Project Shakti (2002). The company boasts of the largest rural distribution network and presence in India. |
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