Coca-Cola makes big plans for Indian market to keep up with rival PepsiCo

According to Isdell, Coca-Cola is "now profitable in terms of both operating and net profit" and has set its sight on emerging markets like India and Latin America to fuel its growth. "With strong growth in emerging markets, like India and Latin America, and the benefit of a weak dollar on our side, we should achieve good global growth this year," he said.

And, to make sure that it can keep up with the demand for non-alcoholic beverages this summer, the company has set up a new manufacturing facility for its fruit juice line at Nabhipur in Rajpura district of Punjab.

Coca-Cola is also set to launch a slew of new products, ranging from an 'aam panna' variant for its mango drink Maaza to more sports and energy drinks, and is targeting different segments of consumers. And, for those who watch their calories, the company, which boasts that "Coke Zero have been in top 10 most successful launches," is working on a natural, non-nutrient sweetener with Cargill.

The soft drinks giant is also sparring with PepsiCo in the advertising segment. To reach out its products to the 1 billion-plus people of India, Coca-Cola has pitted popular Bollywood actor Hrithik Roshan against PepsiCo's brand ambassador, Shah Rukh Khan.

And, with the much-anticipated Twenty20 cricket tournament, the Indian Premier League (IPL), round the corner, both companies have splurged millions of dollars to bag prime time advertising rights. While PepsiCo has spent Rs.45 crore ($10.5 million) to become the official beverage partner of the IPL for a five-year term, Coca-Cola has spent about Rs.20 crore ($5 million) for a one-year contract with IPL to become its on-air associate sponsor. In other words, though viewers will see the brand Pepsi plastered all over the ground, on beverage carts and during the awards ceremony of the IPL, Coca-Cola will get exclusivity during commercial breaks i.e. PepsiCo will not be able to advertise its products during commercial breaks.

"The car is back on the road, though it's not going fast enough," summed up Isdell. "We have arrived in India. But we have not arrived to the level where we want to."