Sacred Sips & Soaring Sales: Coca-Cola Finds Its Flow at Maha Kumbh

Coca-Cola India reported double-digit volume growth in Q1 FY25 on the strength of Thums Up and trademark Coca-Cola, along with a record 18 crore servings during Maha Kumbh Mela. The company utilized 1,400 mobile stations and a 100 cooler-door wall to serve an estimated 660 million visitors, converting 27% of visitors on at least one product.

 

Key points:

 

Increased reach: Opened 3.5 lakh retail points in Q1, driving penetration.

 

Global reach: India, China, and Brazil contributed 2% global volume growth, with 6% in Asia-Pacific.

 

Strategic refranchising: Restructuring of bottling operations in India generated $293 million net benefits in 2024 (prior-year figures).

 

Despite a decline in non-alcoholic ready-to-drink beverages, India's strong start reaffirmed Coca-Cola's long-term dedication to local brands and mega-events.

 

Sources: India Today, Economic Times, BW Marketing World