Thunder on wheels: Coca-Cola expands last-mile reach with micromobility
Subscribe to enjoy similar stories. Coca-Cola is stepping up direct distribution in India, using small vehicles like bikes, electric vans, and other micromobility options to transport its beverages directly to retail stores in narrow lanes and hard-to-access neighbourhoods. This direct-to-store delivery helps the company expand last-mile reach, cut reliance on middlemen or traditional wholesale channels, and gain tighter control over costs and profitability, even as quick commerce, despite rapid growth, remains a smaller, complementary part of its distribution business.
The company said it is “investing heavily" to strengthen last-mile access, though it did not disclose the financial details. Coca-Cola has a large presence in India, with nearly 6 million retail outlets, 1.5 million coolers, and a growing fleet of over 5,000 electric vehicles (EVs) for distribution of its products. “When you walk these streets and see how many outlets don’t yet sell beverages, the opportunity to expand direct reach is significant, and we expect to see more traction over the next year," John Murphy, chief financial officer and president of The Coca-Cola Company, told Mint.
Quick commerce, while strategically important, remains a smaller part of the company’s overall business. “It will contribute more momentum over time, but today it is still a relatively modest part of our business. That said, the broader digitization of the economy is a meaningful tailwind for a business like ours," Murphy said.
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