Coca Cola India

Executive Summary

The paper presents the case of Coca-Cola India, the company which was on the heels of promising future growth and was very well utilising its global brand name to gain market share in Indian emerging market. Its long term strategy was very much aligned with promising future growth of Indian economy and soft drink industry. But with the growth of economy and industry, the paper emphasizes certain other factors that need to be considered. Among these factors are political uncertainties, bureaucratic hurdles, various NGOs and effect on local stakeholders. One institutional void was the difference between European standards and Indian standards (finalized but yet to be implemented) which played an important role to restrict the growth of Coca-Cola in spite of its promising future projections. The paper discusses various controversies including pesticide issue that NGO raised in 2003 and with the immediate effect; several states banned the sale of Coca-Cola due to strong hold of regional parties and anti globalization NGOs, even though central government did not issue any immediate enquiry. Coca-Cola’s image was severely damaged and sales volume