7
Coca-Cola
BACKGROUND1
Industry Background
The size of the soft-drinks industry in the country has been estimated at upwards of Rs. 50 billion. After a round of acquisitions, the multinational giants Coke and Pepsi dominate the Indian market today, having a total combined market share of close to 95 per cent (including direct operations and franchisees). Local players comprise the rest of the market.
There are more than a hundred soft-drink-producing units in the country, the majority of which are owned by Indian bottlers, and these employ nearly 1,25,000 people. Besides creating employment opportunities, the industry also contributes in a large way to the government’s kitty through exports.
The soft-drinks market comprises two distinct segments: ...
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