Coca-Cola India has appointed Ajay Vijay Bathija as Vice President of Franchise Operations for Southwest Asia, bringing 24 years of marketing and franchise expertise to the role. Ajay started his career in 1999 with Hindustan Coca-Cola Beverages Pvt. Ltd. Front Line Sales and grew rapidly across roles. He became the Region Manager for the Mekong Delta Region at SabCo Vietnam in 2005, leading sales operations and route-to-market strategies to drive volumes.
In India, Ajay Vijay Bathija has led the “Share a Coke” campaign and introduced Coca-Cola Zero sugar in INSWA markets. He also revitalized ThumsUp through integrated marketing campaigns, boosting brand love. In 2020, he became Senior Director – Front Line Marketing, launching the popular “Coke Studio” and pioneering the “Is Cooking” Coke with meals experience platform. Ajay graduated from HR College of Commerce and Economics with a Masters in Marketing Management from NMIMS, Mumbai.
Sanket Ray, President of India and Southwest Asia, praised Ajay’s business acumen and growth mindset for his appointment. He expressed “We are hopeful that with his astute business acumen and collaborative approach he will further the organization’s purpose in the Southwest Asia region.”
