Coca-Cola India highlights role of small retailers through ‘Locally Yours’

New Delhi: Local retailers in India have long been part of everyday life, opening early, closing late and serving as hubs for community interactions. To recognise their role, Coca-Cola India has launched Locally Yours, an initiative that highlights the contribution of shopkeepers and distributors in supporting livelihoods and neighbourhood ties.

From small shops to large markets, millions of such businesses form one of the world’s largest retail networks. Locally Yours brings attention to the partnerships that, for many, extend beyond products to shared growth.

Ajay Saha, a distributor associated with the company since 2002, said, “It has been a deeply rewarding journey of over two decades. Our partnership with Coca-Cola India has only grown stronger over the years. The company’s constant support and guidance have been instrumental in driving our business success and helping us serve our community better.”

Rajesh Kumar Rana, owner of a 25-year-old traditional sweets shop in Odisha, added: “Coca-Cola India has become an integral part of our journey. At our shop, we not only serve traditional sweets but also ensure our visitors enjoy their favourite beverages - Coca-Cola, Sprite, Thums Up, and water. Whatever they need, we make sure it’s here.”

Sundeep Bajoria, Vice President, Coca-Cola India, said, “Retail in India is not only the largest employer but a strong pillar of local economic cycle. At Coca-Cola, we have always partnered with retailers to serve consumers better, while strengthening their capabilities. Working alongside trade bodies and local establishments, and through investments in coolers and fountain machines, we continue to build capacity and drive entrepreneurship. Through initiatives like the Superpower Retailer Program and Coke Buddy, we are equipping retailers with new skills and digital tools to grow stronger.

With Locally Yours, we are celebrating their entrepreneurial spirit, their role as community builders, and their vital contribution to everyday life.”

Through portraits and films, Locally Yours seeks to present stories of resilience, innovation and pride from India’s retail sector. With a network of over six million retailers and distributors nationwide, each interaction is described by the company as more than a transaction, instead reflecting connection, opportunity and a reflection of India’s spirit of enterprise.

Watch the campaign films: