Bhubaneswar, 20th July 2026: As Puri prepares to welcome millions of devotees for Rath Yatra 2026, one of India’s oldest and most revered festivals, Coca-Cola India is set to bring refreshment closer to consumers through hydration initiatives, immersive brand experiences and enhanced retail access. Coca-Cola India will make its beverages readily available across key festival touchpoints through its strong bottling and distribution network, while supporting the local retail ecosystem during one of Odisha’s largest annual gatherings.
Coca-Cola India is strengthening beverage availability during Rath Yatra through affordable cooling infrastructure and expanded points of sale, helping local retailers cater to increased demand during the festivities. Across its portfolio, including Coca-Cola, Thums Up, Sprite, Fanta, Maaza, Limca Glucocharge, Powerade, RimZim and Kinley, the company is also bringing a range of consumer experiences to the celebrations.
Across Puri, consumers will experience hydration touchpoints, cooling installations, and out-of-home (OOH) displays across key congregation areas and festival routes. Celebrating 50 years, Maaza will commemorate the milestone with limited-edition Rath Yatra labels and a dedicated photo experience, allowing devotees to take home a memorable keepsake from the festival.Thums Upwill introduce the first-ever live activation of its Thunderwheels platform, bringing live biking performances and interactive consumer challenges, along with a chance to win a bike. Sprite will create astandout visualspectacle at the beach with an interactive branded installation to offer engaging experiences for consumers. Additionally,Kinley and Limca GlucoCharge will set up hydration carts and backpack units across key festival locations for on-the-go hydration, while Powerade with its low-calorie hydration will help devotees stay refreshed during long hours outdoors.
Desmond Nikhil Dsouza, Vice President – Integrated Operations (HCCB) & Commercial, Coca-Cola India & Southwest Asia, said, “Festivals have a unique way of bringing people together. They create moments of joy, togetherness and memories that stay with us long after the celebrations are over. At Coca-Cola India, we’re honoured to play a small role in those moments. For Rath Yatra, our focus is not only on ensuring devotees stay refreshed and hydrated, but also on creating fun, engaging experiences that make the celebration even more memorable. Through the strength of our bottling, distribution, and retail network, we’re making our beverages easily accessible while also helping local retailers and vendors participate in the economic opportunity that festivals create.”
Vinay Nair, Chief Commercial Officer, Hindustan Coca-Cola Beverages (HCCB),said, “Serving at Rath Yatra at this scale is made possible by the strength of our operations and the commitment of our distributors and retail partners. Together, we are ensuring seamless beverage availability while strengthening last-mile retail, supporting local entrepreneurs and enabling shared economic growth during one of Odisha’s biggest cultural gatherings.”
Coca-Cola India and HCCB in collaboration with the Odisha State Pollution Control Board (OSPCB), Puri Municipal Corporation, Hotel Association, and Puri District Administration, will implement a Used PET Bottle Free Collection Drive during Rath Yatra.The initiative aims to collect PET waste through the deployment of trained Safai Sathis, dedicated collection points, community awareness campaigns and recycling operations, reinforcing the company’s commitment to responsible used PET bottle management.
As Rath Yatra 2026 unfolds, Coca-Cola India remains committed to keeping the devotees refreshed while strengthening the local retail ecosystem and creating meaningful experiences that celebrate the spirit of the festival.
+ There are no comments
Add yours