Coca-Cola India has recently tied up with 200 leading retailers in Mumbai to launch Coca-Cola Home Centres to offer value-added services to its consumers. Says a spokesperson from Coca-Cola India: To launch this initiative, we have entered into the grocery channel route. For the purpose, we selected several grocery shops that sell home consumption items like soaps. Now a housewife can have Coke, Fanta and other products of Coke home-delivered with her monthly stock of groceries.
In the first phase, Coca-Cola India plans to focus in Mumbai and extend it to other major cities in Maharashtra, Goa, MP and Gujarat in the second phase.
As per the new initiative, a housewife also gets a free gift if she orders 2 PET bottles of any soft drink from the Coke stable. Aptly, the new initiative is called Ghar baithe baithe gift.