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Article: In India, Coke Takes New Tack Soft-Drink Firm Aims To Topple No. 1 Pepsi /INTERNATIONAL MANAGER
- Article from:
- International Herald Tribune
- Article date:
- June 20, 1997
- Author:
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Miriam Jordan
International Herald Tribune
06-20-1997
If anyone should be loyal to Coke, it's Uttam Singh. Mr. Singh, who is disabled, swapped begging for selling soft drinks after Coca-Cola Co. recently fitted his rusty tricycle with a big red umbrella and cooler.
Yet Mr. Singh cannot resist selling Pepsi, too. ''My customers ask for it,'' he says unapologetically, even though executives of Coca-Cola India have come around to remind him of his commitment to Coke.
Armed with novel marketing strategies, a new boss and a new advertising agency, Coca-Cola is turning up the heat this summer in India, one of the few markets in the world where Coke trails Pepsi in sales.
If Coke can concoct a ...