Coca-Cola India is strengthening its presence in Gujarat’s festive beverage market through a series of consumer engagement initiatives during Navratri, targeting high-footfall Garba venues, pandals, local markets, food outlets and popular gathering spots.
The company’s activations will include the United Garba Mahotsav, recognised as the world’s largest Garba celebration, and festivities at Lukshmi Vilas Palace Heritage Garba. Coca-Cola has also partnered with RangMorla by Aditya Gadhvi, a popular Ahmedabad Garbapandal, as its beverage partner. The venue will feature beverage stalls, a Maaza mixology station and a dedicated selfie zone.
The company will deploy Coke On Wheels to improve access to chilled beverages, alongside selfie points for visitors. Maaza will offer mocktail creations through its Mixology Act, while Sprite will introduce its Sprite X Spicy experience at local food destinations. Thums Up will promote its snacking initiative through outlet-based activations, interactive games and rewards. Minute Maid Pulpy Orange will conduct on-ground engagements, while Kinley will provide hydration options at key festive locations.
Sundeep Bajoria, Vice President, Integrated Operations, Coca-Cola India & Southwest Asia, said the company aims to connect with consumers through local insights and its distribution, retail and bottling ecosystem while keeping them refreshed during celebrations.
The initiatives underline the importance of seasonal consumer demand and local retail engagement in Coca-Cola India’s market strategy. The company, together with its bottling partners, serves consumers through a network of more than six million retail outlets nationwide.
