Coca-Cola India Has Adapted To New Retail Landscape - Krishnakumar

The head of Coca-Cola’s India business says his company, one of the oldest in the world, has been able to overcome the inertia that often accompanies tradition and heritage by changing its business strategy when necessary to connect with consumers. This has meant expanding beyond a one-brand identity. According to T. Krishnakumar, consumer behavior in India has changed along with changes in retail. Mom-and-pop stores have evolved into a complex environment of more organized and larger-format stores. Today’s “hyper-productive” consumers are interested in traditional and local products, as well as new cultures and senses. Technology creates opportunities for companies, but it also heightens consumer expectations of brands. [Image Credit: © Coca-Cola India ]