From the CEO's desk

Partnership for Common-wealth Games 2010

ED, UN Habitat’s visit to Bangladesh

Thums Up Khalija Unda Initiative

Launch of Maaza Milky Delite

World Environemnt Day celebrations

Coca-Cola promotes grassrootsfootball in India.

InsideInside

Commemorating 21 glorious years of Limca Book of Records, Coca-Cola India launched the 21st edition of the Limca Book of Records 2010. The book was launched in the presence of over 250 students being taken care by leading NGOs such as, Literacy India, Deepalaya, SOS Children Village, Prayas and Smile Foundation.

As part of the 21 years celebration, seven eminent luminaries were felicitated as the ‘People of the Year’. These included, Rahul Dravid, star batsman and former Indian cricket captain, Kiran Karnik, former President of NASSCOM and Padma Shree awardee, Anjolie Ela Menon, India's leading contemporary female artist, Justice JS Verma, former Chief Justice of India, Dr Lalitha Regi, leading Gynecologist & co-founder of Tribal Health Initiative (NGO), Sankara

Atul Singh and Vijaya Ghosh felicitating Rahul Dravid, Anjolie Ela Menon, Kiran Karnik, Justice J. S. Verma, Dr. T. Sharma as “People of the year”

“Limca Book of Records is a one-of-a kind book that celebrates the achievements of Indians from across the globe.

It is amazing to see the record book become an institution in itself by encouraging every Indian to do their best in their respective fields. Being a part of the record book is indeed an honour” - Rahul Dravid

NEWSLETTER FROM COCA-COLA INDIA & SOUTH-WEST ASIA

OCTOBER 2010

Netralaya, leading not-for-profit institution for eye care and Anand Mahindra, Vice-Chairman & Managing Director, Mahindra & Mahindra. The seven luminaries chosen as the “People of the Year” were selected by an independent panel consisting of H.K. Dua, Member of Parliament and Prof. Dipankar Gupta. The Hindi and Malyalam edition of the record book were also launched.

Speaking at the event, Atul Singh, President & CEO Coca-Cola India & South West Asia said, “Limca Book of Records has always been a platform for Indians, unknown, unheard and unsung, to showcase their special talents. In its 21st edition, the book also acknowledges the significant contribution of seven prominent Indian luminaries from various walks of life by felicitating them as ‘People of the Year’ 2010. The outstanding achievements of these seven stalwarts and other record holders in the latest edition reveal the grandeur of 21 glorious years of Limca Book of Records. The book truly catalogues ‘India at Her Best’.

Coca-Cola India has also launched the Limca Book of Records Quiz 2010 nationally. This year the quiz is being rolled out on a much larger scale targeting students from over 3500 school across 100 cities. The quiz has already been conducted in more than 2700 schools.

Limca Book of Records steps into the 21st year of showcasing India at her best

Limca Book of Records Quiz being conducted at Chandigarh, Punjab

From the CEO's DeskDear Friends,

It has been a good first half of the year as our growth story has

continued in 2010. Our focus on market execution, investments in

technology, infrastructure and consumer marketing and price and

product innovations have had a key role to play. Analysts also point at

the hot weather conditions as a reason for growth but the third quarter

has been an unusually wet quarter and has brought relief as well as

misery in different parts of the country. That said, the rains also point

out to the need of having adequate infrastructure to be able to

capture rainwater. As a system, I am happy to report that we have

made some contribution towards water harvesting through our 600

rainwater harvesting structures spread across the country. However,

a lot still needs to be achieved.

Among other things, this quarter, we had the honour of hosting the leading luminaries of the country at the launch of the twenty first

edition of the Limca Book of Records. People like Justice J S Verma, Rahul Dravid, Anjolie Ela Menon, Kiran Karnik, Anand Mahindra,

Sankar Nethralya Hospital made it to this edition as the “People of the Year” and were felicitated by the Limca Book of Records team.

They have truly done India proud.

The other highlights include was our entry into the dairy segment with the launch of Maaza Milky Delite in Kolkata. The product has

been developed at our R&D lab in Gurgaon and is a delicious blend of juicy mangoes and milk. The initial feedback on the product

and the communication has been very positive and encouraging. World Environment Day celebrations across the business unit and

the launch of the second edition of the Coca-Cola Mir Iqbal Hussain trophy to encourage grassroots football were other notable

achievements during the quarter. With our focus on sustainability and livelihood, some key system representatives visited the World

Expo at Shanghai which is focused on “city life as a centre for social development and improvement of the overall quality of life”.

There are many learnings from this visit that we can implement in our CSR programs in India.

An event that we were keenly awaiting has now begun. The XIX Commonwealth Games in New Delhi will provide us an opportunity to

hydrate more than 8,000 athletes and delegates and 30,000 volunteers who would participate in the Games. In addition to our

range of sparkling and still beverages available currently in India, we would also provide to the athletes our global sports drink brand

Powerade and Minute Maid 100% juice. We have already launched our visual identity system for the Games and have also tied up

with Delhi Tourism to activate seven locations in Delhi through music, dance, theatre, films, youth festivals and food festivals. More

than 5,000 artists will perform in Delhi during the Commonwealth Games and we expect Delhiites to come out in huge numbers and

participate in this cultural extravaganza. Our partnership with the Commonwealth Games is in keeping with our belief that sports

promotes healthy, active living and social cohesiveness and we are happy to play the role of catalysts in this exercise.

We remain committed to work with communities across the country for our mutual growth and development; and I look forward to

your continued support in carrying the growth momentum forward.

Best Regards

Atul Singh,President & CEO, Coca-Cola India

Coca-Cola India celebrates the Commonwealth Games 2010

The Coca-Cola Company has been associated with mega

sporting events in its efforts to promote healthy, active living

and promoting social cohesiveness. We have been partners

with the Olympics since 1928. The Company has also been TMthe official sponsor of the FIFA World Cup that began in

1978. Likewise in India, we are associated with grassroots

football as partners with the Coca-Cola Mir Iqbal Hussain

trophy. This year we also brought the coveted FIFA World TMCup trophy to Kolkata. In addition, we have also been

partners of World Cup Hockey, Commonwealth Youth

Games, Indian Premier League Cricket and other sporting

tournaments for athletics, squash, badminton, basketball

and many other sports.

Now as the official beverage partner of the Commonwealth

(CWG) Games, Coca-Cola India will enjoy exclusive

marketing and supply rights for beverages across its

portfolio- Coca-Cola, Diet Coke, Sprite, Limca, Fanta,

Thums Up, Minute Maid range of juice drinks, Kinley water

etc. We have these rights for the games venues, training

venues, games village etc. We also get certain advertising

and marketing rights as the official beverage partner.

As a part of our plan to activate competition and non-

competition venues of the Common Wealth Games for

which we have the rights, the Company has created a unique

visual identity system and campaign. The new visual identity

has been inspired by the Chakra in Commonwealth Games

Logo and the ‘Ambi or Paisley’ shape, commonly used in

celebrations, festivals and the architecture of Lotus temple.

The new identity entails a new logo that combines the

games logo and coca-cola brand logo to powerfully depict

the brand’s association. The Visual Identity will be

integrated extensively in packaging, point of sale materials,

product delivery trucks, equipments, out of home media. As

a part of CWG, the

company has also

e n t e r e d i n t o a

partnership to jointly

organise - “Delhi

C e l e b r a t e s ” - a

cultural fiesta where

5,000 artists will

perform. The fiesta

i n c l u d e s m u s i c ,

dance, theater and

film shows as also

Laser shows and

y o u t h f e s t i v a l s .

Coca-Cola India will

be undertaking the

largest ever free

product sampling

p r o g r a m a t t h i s

festival.

Like The Coca-Cola Company’s partner-ship with other

global events, our association with the Commonwealth

games will provide us the opportunity to enhance brand

value, build capabilities and further build upon the

employee and system pride in being associated with such

sporting events. By associating with the Commonwealth

Games, we will have the opportunity to refresh more than

8000 athletes and delegates and more than 30,000

volunteers that will take part in the Games. The Games are

an important vehicle in helping us continue to connect

consumers to our brands

Smt. Sheila Dixit, CM Delhi, Rina Ray, IAS, MD, Delhi Tourism and Akeel Md., VP, Hindustan Coca-Cola unveiling the “Delhi Celebrates” Campaign

Creative for the communication campaign of the Commonwealth Games 2010

Atul Singh and Sheila Dikshit at the inauguration of theInternational Festival in Dilli Haat, Pitampura

drive’ was undertaken at LBPL plant.

In Himachal Pradesh, Wave Beverages Pvt. Ltd, another

franchise bottling partner of The Coca-Cola Company in

India partnered with the Gram Panchayat, Sakri, Tehsil

Dehra, Kangra district to inaugurate the construction work

for a check dam across Minu Khat. Upon completion, this

check dam project will be able to harvest nearly 84,000

kilolitres of water to meet the farming and drinking water

requirements of cattle and livestock. The water harvested

will also aid soil conservation and help increase the milk

and fishery production in the village. The project is

estimated to cost Rs. 45 lakh and will be completed before

the end of the year.

In the state of Uttar Pradesh, Hindustan Coca-Cola

Beverages Pvt Ltd (HCCB), the Company owned bottling

entity of The Coca-Cola Company in India launched a series

of community based initiatives were organized in the Dasna

(Gaziabad) and Mehandiganj (Varanasi) units. Throughout

the week, series of awareness programmes and focused

group discussions were organized under the guidance of

NGO partners (Gram Niyojan Kendra, SADRAG) along with

different sections of the community across 9 villages.

Children from local schools staged plays on environmental

issues as part of awareness campaign. Over 70 saplings

were also planted by associates in the factory premises of

the Dasna Plant. Over 50 saplings were planted in the

premises of the Mehandiganj Plant. A painting competition

was also organized by the Plant to create environmental

awareness amongst children. This was followed by an

environment awareness rally which culminated at Vinayak

Talab, where community members through ‘shram-dan’,

Coca-Cola Celebrates World Environment Day

Continuing its journey towards Environment Sustainability,

Coca-Cola India and its bottling partners celebrated World

Environment Day on June 5 by launching and dedicating a

range of projects towards the preservation and protection of

the environment. These initiatives included projects

focusing on water stewardship, energy management and

climate protection. Celebrations lasted a fortnight and

events were organized across the India and South West

Asia. In Ludhiana, the franchise bottling partner of The

Coca-Cola Company in India, Ludhiana Beverages Pvt Ltd

(LBPL), organized drawing and poster competitions, quiz

competitions, slogan competitions, documentary film

screening etc to spread environmental awareness. The

company had three trucks painted with messages on saving

and conserving environment and hand them running on the

main routes of the city. It has also launched a program of

rewarding employees who share vehicles (cars, two

wheelers etc) to come to the office during the first week of

June 2010. Additionally, employees who came to the office

by cycle were recognized and rewarded. A tree plantation

Inauguration of a check dam project at Sakri, Himachal Pradesh

Inauguration of a rainwater harvesting project in Gurgaon

T. Krishnakumar dedicating a completed RWH project at SOS Children's Village in Bangalore

undertook the cleaning of the pond and its surrounding

areas. Over 200 children, women and men from the

community participated in the program.

The Kaladera Plant also organsied a plantation drive at

Rajkiya Varistha Upadhay Sanskrit Vidhayalay, Kaladera,

Mala Stadium and Kaladera Police Station. Around 1000

saplings were planted by associates and community

members. A painting competition was also organized for

local school children at Kaladera. The Bihar and Jammu

Plants also organized similar competitions.

In Karnataka, HCCB partnered with the NGO, Sarvodaya

Integrated Rural Development Society (SIRDS) to announce

the completion of work on a Rainwater Recharge Project

(RWR) at Hirebagnal School. The project implemented in

seven schools in Koppal will benefit nearly 2000 children,

besides the communities around these schools. As part of

the project Coca-Cola has turned Hirebagnal’s Higher

Primary School as a model school which now has safe play

area for children, kitchen garden with fresh vegetables and

fruits, first-aid kits and a healthy environment to study and

play.

Rainwater Harvesting (RWH) projects were also inaugurated

at South City-1 in Gurgaon for which Enrich Agro Foods,

Unitech Club and Advit Foundation entered into a

partnership with the Resident Welfare Association. A

program to announce the completion of RWH project was

also organized at another RWA in South City.

In Dhaka, an awareness drive was organized at 5 major road

crossings in the city in partnership with the NGO, JAAGO

Foundation. Over a hundred volunteers displayed placards

carrying messages on environment protection and

preservation. Additionally free saplings and car bumper

stickers bearing messaging related to environment

protection and preservation were also distributed amongst

pedestrians and car drivers. In Comilla, the associates of

Coca-Cola Far East Limited and Abdul Monem Limited (AML)

planted over 300 saplings around AML’s factory. A painting

competition based on the theme- ‘How can I protect my

Environment’ was also organized. Similar initiatives were

undertaken by bottlers across India and South West Asia.

In Bhutan, our bottling partners organized an inter school

painting competition in addition to painting environmental

awareness messages on truckbacks. In Nepal an environ-

ment awareness drive was organized for associates along

with a tree plantation drive. In SriLanka a sharamadan was

organized for greening the hospital and to do up the path to

the hospital. A two day residential campaign was also

organized at a Scout Camp in Sudukund, SriLanka.

Environment awareness session at a scout camp in Biyagama, SriLanka

Municipal Commissioner, Gurgaon at a rainwater harvesting site in Gurgaon

Associates and volunteers pledging to protect the environment in Sathupally

Coca-Cola India in partnership with the All India Football

Federation (AIFF) has launched the 33rd sub junior National

Football Championship played under the aegis of Mir Iqbal

Hussain Trophy (MIHT). The grassroots level championship

is organized to discover the most promising young

footballers for the Under-16 Indian football team. This year

the Under-16 tournament is being organised across 75

cities tapping over 40,000 young footballers from 1500

schools. This is the second consecutive year of the

Company’s association with the AIFF for this tournament

which has been in vogue since 1977. The tournament was a

roaring success in 2009 and was won by the team from

Jharkhand. Infact 16 promising footballers identified from

MIHT 2009 were sent to attend The Coca-Cola 2010

International Football Camp in South Africa from 15th-20th

June, 2010. Eminent Indian footballers like Subrata Paul,

Goalkeeper, Indian Team and Player of the Year 2009,

Manoranjan Bhattacharya, Former India Football Team

Player, I.M Vijayan, Former India Football Team Captain, Jo

Paul Ancheri, Former India Football Player along with Alberto

Colaco, General Secretary, AlI India Football Federation

(AIFF) and Atul Singh, President and CEO, Coca-Cola India &

South West Asia attended the special felicitation ceremony

cum send off event specially organized for these 16

footballers. At the camp, the players trained and also

participated in a competitive tournament involving

countries like Egypt, Mexico, Russian, Turkey, Vietnam and

Guatemala. The Indian team topped its Group and played in

the semifinals against Russia. The finals of the 2010

tournament will be staged in December 2010.

In its other efforts to promote football, Coca-Cola India

recently organized a month long inter-para (neighbourhood)

football tournament in Kolkata in partnership with Kolkata

Police. The final of the Kolkata Police-Cola-Cola Friendship

Cup was played yesterday between the para teams of

Mohunbagan Fans Club and Lake Gardens Amra Sabai

Club. The tournament received an overwhelming response

from the players as well as all the football enthusiasts in

Kolkata. The felicitation ceremony was attended by Ricardo

Fort, Vice-President, Marketing, Coca-Cola India, legendary

Brazilian footballer, Romário de Souza Faria along with

Kanti Ganguly, MIC, Sundarban Affairs and Sports, Govt. Of

West Bengal, Gautam Mohan Chakraborty, IPS,

Commissioner of Kolkata Police and P.K Tewari, Chairman

and Managing Director, Mahuaa Media Private Limited. Also

present at the event was Padmashree Awardee and Former

Indian Football Player, Pradeep Kumar Banerjee.

Earlier in the year, Coca-Cola India had brought the coveted

FIFA World Cup™ football trophy to the football crazy city of

Kolkata. Thousands of spectators and players had their

moment of a lifetime when they saw the football trophy up

close. India was one of the only 86 countries where the

coveted trophy travelled as a part of its global tour.

Coca-Cola India’s efforts at promoting grassroots football in India

Dr. Asim Dasgupta and Vikas Chawla at the inauguration of the Kolkata Police Coca-Cola Friendship Cup

Send-off ceremony for the 16 players that went to South Africa for a training camp

Ricardo Fort wishing players before the finals of the Kolkata Police Coca-Cola Friendship Cup

accompanied by Debasish Deb, Country Manager, Coca-

Cola Far East Limited on her visit.

The access to water and sanitation project in Dhaka and

Comilla will also serve to create awareness about water

conservation and hygiene practices in 30 schools in Dhaka

and Comilla in Bangladesh. The UPPR program is being

executed by the Government of Bangladesh, technically

supported by UNDP and UN-HABITAT. The Safe drinking

water and sanitation project in Dhaka and Comilla would be

executed over a period of two years. The Project is an equal

joint partnership between Coca-Cola Far East Ltd, UN-

HABITAT and communities together with a local

implementing partner.

During her visit and meeting with the Government, UN

organizations and Development Agencies, Dr. Tibaijuka

recognized and acknowledged the support of The Coca-Cola

Company in various projects across the world and promised

to lend her support to the Bangladesh cooperation.

Dr. Anna Tibaijuka, Under Secretary General of the Union

Nations and Executive Director, UN Habitat, visited 'Korail',

the biggest urban slum of Bangladesh. Korail is also the site

where UN-HABITAT, Urban Partnerships for Poverty

Reduction (UPPR), and Coca-Cola Far East Limited will be

undertaking a project to improve community access to safe

drinking water and adequate sanitation. Dr. Tibaijuka was

Dr. Anna Tibaijuka with Debasish Deb in Korail, Bangladesh

30 lucky winners a once-in-a-lifetime opportunity to meet

and perform actions stunts with Superstar Mahesh Babu.

The program has been designed to leverage the popularity

of mobile phones (both GSM & CDMA) in the state.

Speaking at the occasion, Thums Up Brand Ambassador,

Mahesh Babu said, “My association with Thums Up over the

years has allowed me to perform several daredevil stunts. It

is a brand which is all about action and adventure and you

will find these elements in my upcoming movie Mahesh

Khaaleja. I am really thrilled to be a part of the launch of

Thums Up Khaaleja Unda initiative. Initiative like these gives

me an excellent opportunity to connect with my fans.”

As part of Thums Up’s association with Mahesh Babu

starrer, ‘Mahesh Khaaleja’ movie, a special Thums Up 6 can

pack priced at Rs.120 was also made available in select

outlets in the state. Each 6 can pack included a special DVD

with exclusive footage of the movie, ‘Mahesh Khaaleja’.

Unleashing an action packed look this season, Thums Up,

India’s largest soft drink brand announced the launch of the

‘Thums Up Khaaleja Unda’ initiative for consumers in

Andhra Pradesh. The initiative was unveiled by Thums Up

brand ambassador and Superstar, Mahesh Babu along with

Deepak Kaul, Senior Vice-President, South Region,

Hindustan Coca-Cola Beverages Pvt.Ltd. This initiative gave

Deepak Kaul and Mahesh Bahu at the Thums Up event in Hyderabad

Thums Up Brand Ambassador, Mahesh Babu Launches An ‘Thums Up Khaaleja Unda Initiative’

United Nations Under Secretary General visits Coca-Cola project sites in Dhaka

Did You Know ?Under our plant tour program,

78,952 consumers visited our plants in 2009, as a part of our program to educate them on our products,

processes, values and quality commitments

After successfully delighting consumers with the irresistible

taste of Maaza, Coca-Cola India has now made its entry into

the dairy segment with the launch of ‘Maaza Milky Delite’.

This latest launch is a delicious blend of juicy mangoes and

milk developed especially by Coca-Cola India in its Research

& Development Laboratory in Gurgaon. Maaza Milky Delite

is made out of great quality mango pulp blended with milk,

providing Indian consumers with a truly refreshing and

delightful experience. The innovative consumer proposition

of Maaza Milky Delite is best explained by the brand’s

tagline – ‘Sharing not possible’; a taste so irresistible that

one would not want to share it with anyone!

Maaza Milky Delite has been made available in the Kolkata

market in a 200 ml slim tetra pack, and has been affordably

priced at Rs 15. The latest innovation by Coca-Cola India is

targeted at teenagers and young adults who are on the

lookout for a delicious and refreshing milky mango juice

drink.

Prior to the launch, extensive consumer research and

stability tests have been specially conducted to ensure that

Maaza Milky Delite matched the taste preferences of the

Indian consumers. The product has been formulated in

such a manner, that it is able to withstand the Indian

weather conditions and has a shelf life of four months.

For any feedback and further information, please contact:

Kamlesh Sharma. Public Affairs and Communications, Coca-Cola India, Enkay Towers, Udyog Vihar, Gurgaon - 122 016, Haryana. E-mail: kasharma@apac.ko.com, newsdesk@apac.ko.comFor more information on our operations, please visit our website www.coca-colaindia.com

This newsletter is published by Coca-Cola India & South-West Asia Business Unit for private circulation.

Coca-Cola and Coke are the registered trademarks of The Coca-Cola Company.

Coca-Cola India Forays Into the Dairy Segment, Launches ‘Maaza Milky Delite’

N. R. Goenka, Ricardo Fort, Vikas Chawla and S. R. Goenka at the launch of Maaza Milky Delite in Kolkata

The constituents for the product are being locally sourced

such that the reconstituted milk is sourced from Karnal,

Haryana and the mango pulp (Totapuri & Alphanso

varieties) are from local mango pulp suppliers based in

Jalgaon, Bangalore and Mumbai.

Prior to bringing the innovation into the market, the

Company and its bottlers developed a special ‘Cool Chain’

from the production plant to the distribution system, right

down to the retailer. In addition, special training sessions

have been organized for educating the sales team and

retailers on product handling i.e. not to store Maaza Milky

Delite in conditions where the temperature is over 30

degrees Celsius.

Maaza Milky Delite is a delicious blend of juicy mangoes and

milk developed especially by Coca-Cola India in its Research

& Development Laboratory in Gurgaon. Prior to the launch,

extensive consumer research and stability tests have been

specially conducted to ensure that Maaza Milky Delite

matched the taste preferences of the Indian consumers.

The product has been formulated in such a manner, that it is

able to withstand the Indian weather conditions and has a

shelf life of 4 months

N. R. Goenka, Ricardo Fort, Vikas Chawla and S. R. Goenka unveiling Maaza Milky Delite in Kolkata