Coca-Cola India has had a strong start to the year, reporting double-digit volume growth in the first quarter. The impressive performance was largely fueled by the popularity of its flagship cola brands, Thums Up and Coca-Cola, along with a big push during the Mahakumbh Mela held in Prayagraj.

For the very first time, the beverage giant rolled out an extensive campaign at the religious gathering, setting up hundreds of refreshment zones, nearly 1,400 mobile stations, and a unique 100 cooler-door wall. This large-scale presence led to over 180 million servings being enjoyed during the festival. The event proved to be a major boost for Coca-Cola’s local strategy and brand visibility.

“In India, trademark Coca-Cola and Thums Up are fuelling consumers and contributing to double-digit volume growth for the market in the first quarter,” the company said in its earnings release. The company also saw strong performance across other key markets like China and Brazil, with India standing out as a major contributor to global growth.

James Quincey, Chairman of the Coca-Cola Company, highlighted India’s momentum during a recent investor call. He pointed out that Coca-Cola expanded its footprint in the country by adding nearly 3.5 lakh new outlets in just one quarter. “India has seen a really good start to the year and our long-term thesis remains intact,” he said, expressing optimism about the market’s future potential.

While the non-alcoholic ready-to-drink category in India faced some challenges, the broader picture remained positive. According to the company, the Asia Pacific region was largely lifted by India’s strong showing in the quarter, reinforcing the country’s importance in Coca-Cola’s global growth strategy.