Coca-Cola India Powers Puri’s Ratha Yatra with Community Spirit

As the vibrant city of Puri welcomed millions of pilgrims and tourists for Ratha Yatra 2025, Coca-Cola India stepped up to deliver more than just cold drinks—it delivered opportunity, empowerment, and a sense of community. Through its innovative approach to community commerce, Coca-Cola India ensured that refreshment was accessible at every corner, while also supporting local businesses, women entrepreneurs, and sustainability efforts.

Hydration for Millions, Opportunity for Locals

Ratha Yatra is one of India’s largest and most iconic festivals, drawing crowds from across the country and beyond. To meet the massive demand for hydration in the summer heat, Coca-Cola India, in partnership with its bottling operations and Hindustan Coca-Cola Beverages (HCCB), set up hydration points, kiosks, and mobile units all over Puri. This ensured that chilled beverages like Coca-Cola, Thums Up, Sprite, Kinley, and Minute Maid were always within reach for visitors and locals alike.

But Coca-Cola’s strategy went much deeper than just selling more drinks. The company leveraged its vast retail and distribution network to empower local vendors, especially women entrepreneurs, by giving them the tools and support needed to run successful retail outlets during the festival. These carts and kiosks, often managed by local families and women, created direct income opportunities and turned the festival’s seasonal footfall into long-term economic stability.

Grassroots Empowerment: Women Leading the Way

A standout feature of Coca-Cola India’s approach is the Superpower Retailer programme, which trains and equips women to manage retail outlets. This initiative gives women the confidence and resources to run thriving businesses, making them active contributors to their community’s growth.

“I’ve been selling Coca-Cola products for over 11 years. During Ratha Yatra, lots of people visit and everyone wants something cold. We stock up on Kinley, Thums Up, Sprite, Coca-Cola, and Minute Maid. Our display attracts people and makes us feel proud,” said Gayatri Senapati, a local retailer.

Local Businesses Thrive

For established shops like Nrusingha Sweets, Coca-Cola’s support has been invaluable.

“We’ve been running this shop for over 25 years, and Coca-Cola has become a big part of our journey. With so many festivals, people come here throughout the year. Ours is a traditional sweet shop where we also keep chilled beverages like Coca-Cola, Sprite, Thums Up, and water. Whatever visitors need, we make sure it’s there,” shared Rajesh Kumar Rana, the shop’s owner.

Distributors like Ajay Shah have also seen their businesses grow alongside Coca-Cola’s expanding presence:

“We’ve been working with Coca-Cola since 2002. Back then, business was slow, but we knew it would pick up in the future, and it did. Today, we are going really strong. We run six trucks, and during festivals like Ratha Yatra, things really take off for us,” he said.

Sustainability in Action

Coca-Cola India’s commitment to Puri extends beyond commerce. The company, through Anandana (The Coca-Cola India Foundation) and HCCB, launched the PET Waste Clean-up Drive as part of the Maidaan Saaf campaign. This initiative tackled plastic waste generated during the festival with city-wide collection, beach cleanups, plog runs, and public awareness drives, helping keep Puri clean and beautiful for everyone.

A Model for Festivals Nationwide

Coca-Cola India’s efforts in Puri are a shining example of how global brands can blend business with purpose. By ensuring hydration, empowering local vendors, supporting women entrepreneurs, and promoting sustainability, the company has set a benchmark for community engagement during high-footfall cultural events.