Beverage manufacturer Coca-Cola India and Common Services Centers (CSC) have signed a memorandum of understanding (MoU) to provide rural consumers access to new products.

CSC functions under the aegis of the Ministry of Electronics and Information Technology.

The new initiative aims to promote the availability of consumer products through local entrepreneurs and e-Kirana stores in rural India.

The partnership will pilot the listing of Coca-Cola’s portfolio of products on CSC’s Grameen eStore platform.

Speaking of the initiative, CSC SPV CEO Dr Dinesh Tyagi said: “The idea for Grameen e-Store exemplifies Prime Minister’s call for being vocal for local.

“Through this initiative, VLEs are playing a critical role in connecting producers and companies with rural consumers right at their doorsteps.

“The partnership with Coca Cola will allow the stores to diversify their offerings while providing customers access to new products. It will be a win-win proposition.”

Coca-Cola’s products will be made available in various states across India including Andhra Pradesh, Telengana, Tamil Nadu, Uttar Pradesh and Haryana via the platform.

Coca-Cola India and Southwest Asia president T Krishnakumar said: “We are privileged to partner with CSC in their effort to pave the path for digital and economic empowerment of our rural citizens.

“This initiative will help us with last-mile connectivity to ensure people are hydrated and have their relevant choice of beverages. It underscores our long-term commitment towards creating a sustainable business in India through responsible actions and shared growth.

“We are a ‘Total Beverage Company with Local Roots’ and we have adopted a hyperlocal strategy focused on strengthening the regional connect, both in terms of choice and reach.”

In another development, Diageo India is said to have promoted chief marketing officer (CMO) Julie Bramham as global brand director for Johnnie Walker and appointed Deepika Warrier, a former PepsiCo executive as the new CMO.

In March, Coca Cola India launched a campaign for Aquarius Glucocharge.