Coca-Cola India has launched a new campaign titled ‘Locally Yours’, aimed at recognising the role of local retailers in India’s retail network. The campaign focuses on small businesses and shopkeepers who form the backbone of the country’s retail sector.
Local retailers, often the first to open and last to close, have been central to community life across India. The campaign acknowledges their contribution in supplying essential goods, supporting festivals, and maintaining long-standing relationships with customers.
India has one of the world’s largest retail networks, with millions of small businesses involved. Through ‘Locally Yours’, Coca-Cola India aims to spotlight the work of these partners in supporting livelihoods and local economies.
Ajay Saha, a distributor associated with the company since 2002, said, “It has been a deeply rewarding journey of over two decades. Our partnership with Coca-Cola India has only grown stronger over the years. The company’s constant support and guidance have been instrumental in driving our business success and helping us serve our community better.”
Rajesh Kumar Rana, owner of a 25-year-old traditional sweets shop in Odisha, added, “Coca-Cola India has become an integral part of our journey. At our shop, we not only serve traditional sweets but also ensure our visitors enjoy their favourite beverages - Coca-Cola, Sprite, Thums Up, and water. Whatever they need, we make sure it’s here.”
Sundeep Bajoria, Vice President, Coca-Cola India, said, “Retail in India is not only the largest employer but a strong pillar of local economic cycle. At Coca-Cola, we have always partnered with retailers to serve consumers better, while strengthening their capabilities. Working alongside trade bodies and local establishments, and through investments in coolers and fountain machines, we continue to build capacity and drive entrepreneurship. Through initiatives like the Superpower Retailer Program and Coke Buddy, we are equipping retailers with new skills and digital tools to grow stronger.
With Locally Yours, we are celebrating their entrepreneurial spirit, their role as community builders, and their vital contribution to everyday life.”
The campaign will include a series of portraits and short films featuring local retailers, focusing on their individual stories and the role they play in their communities.
Coca-Cola India operates with a network of over six million retailers and distributors across the country. The company stated that each interaction in this network goes beyond transactions, representing a connection and a contribution to local enterprise.
