Coca-Cola India Enables Hydration Access and Retail Empowerment at Asia’s Largest Tribal Festival

Core Insights - Coca-Cola India is enhancing its commitment to local ecosystems during Medaram Jatara 2026, Asia's largest tribal congregation, through hydration access, retailer enablement, and community-led initiatives [1][4] - The company is collaborating with local retailers and vendors to support livelihoods and create economic opportunities while ensuring beverage availability for visitors [3][4] Group 1: Community Engagement and Support - Coca-Cola India, along with Hindustan Coca-Cola Beverages Pvt. Ltd., is providing cooling infrastructure and on-ground assistance to local outlets and vendors, facilitating efficient service for pilgrims [2] - The company has set up mobile hydration carts, temporary stalls, and shaded rest areas to enhance visitor comfort during the event [2] Group 2: Economic Impact - The Medaram Jatara is recognized as a significant economic driver for the region, with support from the Telangana government enabling Coca-Cola to mobilize its retail ecosystem effectively [3] - The initiatives are aimed at driving local employment, strengthening retail businesses, and contributing to socio-economic growth beyond the festival [3] Group 3: Environmental Initiatives - Coca-Cola India's foundation, Anandana, is collaborating with local authorities on the MaidaanSaaf initiative, which focuses on waste collection and responsible disposal [4] - The initiative promotes the use of recycled plastic waste for public utility infrastructure, such as changing rooms and benches, enhancing safety and convenience for visitors [4]