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Coca-Cola’s Festival Formula: Empowering Puri, One Vendor at a Time


Updated: July 11, 2025 10:03

Image Source: PR Newswire
As millions thronged Puri for Ratha Yatra 2025, CocaCola India turned the city into a model of grassroots engagement and refreshment access. Through a blend of retail muscle and local empowerment, the beverage giant made hydration purposeful and inclusive.
 
OnGround Execution
  • CocaCola deployed hydration points, kiosks, and mobile units across Puri to ensure chilled beverages were available throughout the festival.
  • Local vendors, including women entrepreneurs, managed carts and outlets, creating direct income opportunities.
  • Retail hotspots were equipped with coolers, enhancing visibility and access to products like Kinley, Sprite, Thums Up, and Minute Maid.
Economic Empowerment
  • The initiative aligned with Chief Minister Mohan Charan Majhi’s vision for inclusive growth and lastmile retail enablement.
  • CocaCola’s Superpower Retailer programme trained vendors for longterm business sustainability beyond the festival.
  • Distributors like Ajay Shah reported exponential growth, with six trucks operating during peak festival days.
Community Impact
  • Retailers such as Gayatri Senapati and Rajesh Kumar Rana shared how CocaCola’s presence boosted footfall and pride in their businesses.
  • The Anandana Foundation and HCCB launched the Maidaan Saaf campaign, organizing beach cleanups and plog runs to manage PET waste.
Strategic Vision
  • CocaCola’s approach blended commerce with community, reinforcing its brand presence while uplifting local livelihoods.
  • The model showcased how seasonal footfall can be transformed into lasting economic opportunity.
Sources: PRNewswire, Business Standard, FNB News, The Wire, PTI News.

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