Last updated : January 29, 2026 4:45 pm
Through its ‘Locally Yours’ initiative, Coca-Cola India is supporting local retailers, vendors, and workers while providing refreshment at scale.
As Medaram Jatara 2026 – Asia’s tribal congregation, brings together millions, Coca-Cola India, along with its bottling partner - Hindustan Coca-Cola Beverages Pvt. Ltd., is strengthening its on-ground retail ecosystem by enabling local retailers and vendors to deliver hydration at scale. Anchored in its ‘Locally Yours’ initiative, the company is working closely with neighbourhood retailers, vendors, and workers to support local livelihoods and create economic opportunities while delivering refreshment at scale.
Across Medaram and nearby towns, local outlets and vendors have been supported with cooling infrastructure and on-ground assistance, helping them set up quickly and serve pilgrims efficiently. Mobile hydration carts, temporary stalls at high-footfall locations, and shaded rest areas have been set up to offer moments of relief to visitors navigating long walks and queues.
“Our bottling operations are built to serve moments that matter, and few gatherings match the scale and cultural significance of Medaram Jatara,” said Vinay Nair, Chief Commercial Officer of Hindustan Coca-Cola Beverages Pvt. Ltd. “Working alongside thousands of local retailers, we're ensuring that whether someone stops at a roadside stall or picks up a chilled bottle from their neighborhood store, refreshment is within reach. This is what our supply chain and partnerships are designed to deliver.”
“Medaram Jatara is both a cultural landmark and a significant economic driver for the region,” said Karan Achpal, Vice President - Franchise Operations, Developing Markets of Coca-Cola India and Southwest Asia. “The support from the Telangana government has enabled us to mobilise our retail ecosystem to serve millions efficiently. Through our bottling partners and strong local relationships, we're ensuring seamless beverage availability while creating economic opportunities. This model is driving local employment, strengthening retail businesses, and contributing to socio-economic growth that extends well beyond the festival.”