Beverage maker Coca-Cola launches online store in India; is it looking at multi-brand e-tailing?

Coca-Cola has launched Coke2Home.com, an online store for home delivery of the group's various beverage products. This is one of the rare such instances of a large consumer products maker getting into direct selling through an online channel in India.

The website is run by Hindustan Coca-Cola Beverages Pvt Ltd, the largest bottling partner of The Coca-Cola Company in India. It is a part of The Coca-Cola Company's Bottling Investments Group and is responsible for manufacturing, packaging, selling and distributing beverages under the trademarks of The Coca-Cola Company.

Hindustan Coca-Cola Beverages has 24 bottling plants across India, covering approximately two-thirds of bottling operations for the Coca-Cola group in India.

Its products include key brands such as Coca-Cola, Thums Up, Sprite, Fanta, Limca, Kinley Soda, Schweppes Tonic Water, Maaza and Minute Maid.

The service is currently available in Ahmedabad municipality only. Customers need to book their orders before 12 noon to get products home-delivered the same day. You can also place bulk order or monthly supplies of products.

Minimum order for delivery is Rs 300, as of now. The company accepts multiple modes of payment, including cash on delivery cash card, credit card, debit card and net banking.

What is interesting is how the firm has structured the venture to sell its products which in effect amounts to multi-brand e-tailing in which foreign investment is not allowed. We are getting in touch with the Coca-Cola spokesperson in India for more details and will update when we have more information.

The development was first reported by The Times of India.

Early this year, the country's top FMCG firm Hindustan Unilever said it is looking at building capabilities for e-commerce as a stronger distribution channel. The firm had not given details whether it is looking at launching its own e-com property as a direct sales venture or wants to strengthen its existing network catering to other e-tailers who sell its products.