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 ...

Core Insights - The Indian women's cricket team won the ICC Women's Cricket World Cup for the first time, leading to a significant increase in brand endorsements and social media following for the players [1][15] Brand Impact - Brand queries surged post-victory, with endorsement fees increasing by 25-30% for many players [2][15] - Jemimah Rodrigues' brand value increased by 100% following her standout performance in the semi-final, with endorsement fees now ranging from ₹75 lakh to ₹1.5 crore [6][15] - Smriti Mandhana, the highest-paid female cricketer, endorses 16 brands with annual fees of ₹1.5-2 crore per brand [8][15] Market Trends - Companies in women's health, lifestyle, gadgets, wellness, and automobiles are leading the charge in signing new deals with the winning players [9][15] - Existing sponsors like Google Gemini, Rexona, Nike, SBI, Red Bull, and Puma are planning to extend their contracts with the players [9][15] Social Media and Public Response - The players' Instagram followers doubled or tripled within 24 hours of the victory, indicating a strong public interest [1][15] - Corporate leaders and celebrities expressed their admiration for the team's achievement, highlighting its impact on women's cricket [10][15] Marketing Campaigns - Coca-Cola activated its brands during the tournament, integrating marketing campaigns with live events [12][15] - Puma and Swiggy Instamart launched social media campaigns celebrating the players' achievements [13][15]