- Hydration, Employment, Empowerment: The Story of Coca-Cola India at the Maha Kumbh.
New Delhi, Feb. 20, 2025 — As millions gathered for the Maha Kumbh 2025, Coca-Cola India reaffirmed its commitment to local communities by building a dynamic retail network, generating employment, and promoting women’s entrepreneurship. The company provides hydration by supporting thousands of local vendors, retailers, and waste workers and creates sustainable economic opportunities.
Coca-Cola India’s retail and distribution ecosystem is vital in driving local impact. In alignment with Chief Minister Yogi Adityanath’s vision to enhance economic growth and global prominence in Uttar Pradesh, Coca-Cola India, in collaboration with SLMG Beverages, has deployed 500 hydration carts operated by local vendors. These carts provide convenient access to beverages while empowering small businesses. Furthermore, coolers at food courts and retail outlets ensure that drinks are served chilled, boosting sales and income for local vendors.
Sundeep Bajoria, Vice President of India Operations at Coca-Cola India, stated, “The Maha Kumbh is not just a cultural phenomenon; it is a significant economic engine, thanks to the proactive planning and support for businesses provided by the Uttar Pradesh government. It has enabled our retail ecosystem to serve millions of visitors while fostering economic growth efficiently. With the extensive market expertise of our bottling partner, SLMG Beverages, we are ensuring the seamless availability of our beverages and creating economic opportunities for vendors and entrepreneurs. From hydration carts to cooler deployment and retail outlets, this model is driving local employment, strengthening businesses, and contributing to socio-economic growth on a large scale.”
Costin Mandrea, CEO of SLMG Beverages, stated, “At SLMG Beverages, we are enhancing the Maha Kumbh 2025 experience by utilizing our extensive retail and distribution network. By forming strategic partnerships with food courts, retail outlets, and hydration carts, we ensure visitors have access to adequate hydration. This approach improves supply chain efficiency, supports local vendors, stimulates economic growth, and creates job opportunities. It aligns with our shared commitment with Coca-Cola India to make a lasting impact in the community.”
Women entrepreneurs are leading this initiative. They have received training for over 5,000 women retailers across Uttar Pradesh. These women manage hydration carts and retail counters, transforming seasonal ventures into sustainable economic independence.
Mala Goswami from Prayagraj shared her experience operating a hydration cart: “I’ve been running this cart and selling crates of water bottles daily. The hydration cart has become my primary source of income during the Maha Kumbh and is supporting my family’s livelihood.”
Another hydration cart vendor, Pooja from Prayagraj, stated, “I come from a humble background, and this cart has provided a steady income that helps my family live with dignity. It has also allowed me to balance my work and home responsibilities better.”
Coca-Cola India has launched several eco-friendly initiatives at the Maha Kumbh festival that align with its global sustainability goals. Installing reverse vending machines (RVMs) on the festival grounds makes sustainability more accessible. Additionally, waste workers, boatmen, and volunteers receive jackets made from recycled PET bottles—one of the many ways the company demonstrates its commitment to the local community.
These efforts exemplify a broader vision of creating shared value through economic empowerment, inclusive growth, and environmental responsibility, leaving a lasting impact on the region.
Coca-Cola in India is one of the country’s leading beverage companies, offering consumers a range of high-quality and refreshing beverage options. In line with its vision of ‘Beverages for Life,’ the company provides a broad portfolio of products that includes hydration, sports, sparkling, coffee, tea, nutrition, juice, and dairy-based products.
Source: Coca-Cola India
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