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 o ...