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Coca-Cola aims $2.5 bn target in India by 2020

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MUMBAI: Hindustan Coca-Cola Beverages (HCCB) has announced its plan to become a $2.5 billion FMCG company by 2020. The company's plan includes manufacturing and selling a wide range of beverages and modifications to its operating structure. It is also apportioning more resources to its frontline and field, both financial and human. This includes setting up of the premium division to service customer requirements around niche and premium beverages – smartwater, frozen fruit desserts, mixers and tonic water etc. and amalgamating the existing alternate beverages division to the mainstream distribution system.

HCCB has achieved significant scale in the sale and distribution of an extensive range of juices under the Minute Maid and Maaza brands and also sparkling and dairy products. As a part of its growth plan, the company aims to open 1 million new outlets by 2020. It currently distributes its products in 2 million outlets across 25 states.

The 2020 plan focuses on being consumer and customer centric, driving revenue growth, building a strong and agile system that has efficiency as its core and digitising the enterprise and unlocking the power of associates (employees).

In order to better flex and respond to changing consumer demands, HCCB will now operate under seven zones instead of the current five and will also reorganise its corporate centre resources to serve in the zones and factories. The company will have a leaner corporate office and a much-strengthened sales and supply chain organisation, thereby creating several hundred new jobs.

HCCB expects to fill most of these new jobs from within. The re-organisation will, however, make a few existing jobs redundant, the incumbents of which will be encouraged to apply for the new jobs that have been created.

“In my time as CEO, I have focused on listening to our employee base,” says Hindustan Coca-Cola Beverages CEO Christina Ruggiero. “It was very clear from our research, conversations and market data that today we are not structured in a way that allows us to fully leverage our scale and market capabilities. Changes of this nature take time to seep in, but our associates are committed to ensuring that HCCB is key fixture in India’s consumer landscape and delivering the growth that we know is possible in India.”

By refining the operating structure and simplifying processes, HCCB solidifies its investment in India’s future with an infrastructure capable of favourable long-term impacts.

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