Abstract

In 1993, Coca-Cola entered India, a promising emerging market. But in its hurry to overtake the first mover, Pepsi, Coca-Cola made a series of mistakes. In 2000, Coca-Cola had to write down investments to the tune of $400 million. Since then Coca-Cola has made a remarkable comeback, posting profits in 2003. The case explains Coca-Cola's turnaround in India and brings out the unique challenges which multinational corporations face in developing countries

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 0

Keywords

Coca-Cola in India, Cola wars, Pepsi cola, Coke, Douglas Daft, Hindustan Coca-Cola Bottling (HCCB), Beverages, Soft drinks, Advertising, Bottling, Multinational corporations in India, Pesticide contamination, Colas, Regionalisation