Coca-Cola India finally hopes to break even in the calendar year 2001. This was disclosed by Coca Cola India president and chief executive officer Alex von Behr at the release of the millennium issue of the Limca Book of World Records.
The company claims to have increased its Indian market share by 1 per cent from 57 per cent to 58 per cent in the year 2000. The company attributed the strong performance to its decentralised manufacturing and distribution network set in place last year, combined with market and consumer-focused localised marketing.
Following the restructuring, the company was split into six operating strategic business units - Delhi, Mumbai, Bangalore, Hyderabad, Calcutta, and Ahmedabad - as per its `act local and think local' strategy.
On the launch of new brands, Mr. Behr said Coca Cola may not launch more brands in the country due to the high costs involved and added that new products were likely to be launched under existing brand names.