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

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.