Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Coca-Cola (in the Indian Context)

Coca-Cola, the iconic global brand, has had a historical and cultural connect with the Indian context for a very long time. Coca-Cola entered India during the year 1950 and connected with the youth of the country with its proposition of refreshing taste (see Coca-Cola, n.d.). At that time, India was not the kind of country that we witness today. There was a high degree of conservativism with respect to habits, customs and practices of Indians (Schiffman, Wisenblit, & Ramesh Kumar, 2019). There was a marked contrast between the lifestyle of Indians and the lifestyle of consumers in a developed country like the United States. In the Indian context, Coca-Cola perhaps symbolized the earliest move towards consumerism. ...