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Coca-Cola CEO Says Key To Success In India Is To Accept It “As Is”

December 10, 2013: 12:00 AM EST
The Coca-Cola Company has been operating in India since 1950 and though there have been some rough patches, “business is thriving,” according to CEO Muhtar Kent. India is one of Coca-Cola’s top ten markets and has “enormous potential”. One of the keys to this success has been a realization that the company’s growth depends on the growth and success of the country as well. For Coca-Cola, that meant recruiting and training staff who were already knowledgeable about the Indian retailing culture. It meant sourcing more products locally. And it meant doing business on India’s terms, adjusting to its culture and economic needs, and helping it attain its goals.
Muhtar Kent , "Thinking outside the bottle", McKinsey & Company, December 10, 2013, © McKinsey & Company. Published by Simon & Schuster, Inc.
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