Worst over for Coca-Cola? Multi-front strategy boosts sales in India

The seeds of a potential turnaround were sown in 2016, when the firm began to revamp its portfolio to match changing consumer needs

The worst is probably over for Coca-Cola.

India’s largest beverages maker, which had been facing faltering sales in terms of volumes for more than a year, is getting back its fizz as its multi-front strategy seems to be working.

The firm — now on a growth path — was till recently looking for ways of addressing dipping sales of its popular drinks like Coca-Cola, Fanta and Thums Up. And demonetisation added to its woes. Sales in volumes, in the negative since July-September 2016, further slid by 4 per cent during January-March 2017. (It did not disclose the sales numbers for