In the foreign markets, Coke has been more successful than Pepsi.
In India coke was the leading soft drink until 1977 when govt. policies
necessitated its departure. Coca- cola made its return to the country in 1993 and
made significant investments to ensure that the beverage is available to more and
more people even in the remote or inaccessible parts of the nation. After the
return in 1993, over the past ten years coke has captured the imagination of the
nation, building strong associations with cricket the thriving cinema industry,
music etc… coca cola has been very strongly associated with cricket, sponsoring
the world cup in 1996, and various other tournaments, including the coca-cola cup
in Sharjah in the late nineties.
Cokes advertising campaigns jo chaho ho jaye and life ho to aisi were very
popular and had entered the youths vocabulary. In 2002, coke launched the
campaign, “Thanda Matlab coca-cola” which sky-rocketed the brand to make
India’s favorite soft-drink brand.
In 2003, coke with improved distribution ensured that all brands in the portfolio
grew leaps and bounds.
Coke has signed on various celebrities including movie stars such as Karishma
Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like
vijay in the past and today; its brand ambassadors are Aamir
Rai, Viuek Oberoi, and cricketer Virendra Sehwag
Campaign to Hold Coca-Cola Accountable
Coca-Cola Crisis in India
Communities across India are under assault from Coca-Cola practices in the country. A pattern has emerged as a result
of Coca-Cola's bottling operations in India.
Communities across India living around Coca-Cola's bottling plants are experiencing severe water shortages,
directly as a result of Coca-Cola's massive extraction of water from the common groundwater resource. The
wells have run dry and the hand water pumps do not work any more. Studies, including one by the
Ground Water Board in India
, have confirmed the significant depletion of the water table.
When the water is extracted from the common groundwater resource by digging deeper, the water smells and
tastes strange. Coca-Cola has been indiscriminately discharging its waste water into the fields around its plant
and sometimes into rivers, including the Ganges, in the area. The result has been that the groundwater has
been polluted as well as the soil. Public health authorities have posted signs around wells and hand pumps
advising the community that the water is unfit for human consumption.
In two communities,
, Coca-Cola was distributing its solid waste to farmers in the
area as "fertilizer". Tests conducted by the
BBC found cadmium and lead
in the waste, effectively making the
waste toxic waste. Coca-Cola stopped the practice of distributing its toxic waste only when ordered to do so
by the state government.
Tests conducted by a variety of agencies, including the government of India, confirmed that Coca-Cola