The neighborhood hangout. It’s where you go to catch up with friends, celebrate, debate, learn and even vent. No matter the backdrop – a church, community center, restaurant or shop – it’s always a hotspot of activity.
An emerging gathering spot in some Indian villages is the Splash Bar, a kiosk where a vendor dispenses ice cold
What draws people to a Splash Bar is not just the refreshment and delight of
The concept started with the goal of delivering
Now, the more than 2,000 women serving 3- to 5-oz. cups of
Splash Bar was developed by BIG India under the leadership of T. Krishnakumar, CEO, Hindustan
“Splash Bar is great representation of how business can be conducted sustainably in India,” said T. (KK) Krishnakumar. “Our goal was to create a soft drink culture in the 600,000 villages of India. What emerged was a unique means of enhancing the incomes of women by training them to become entrepreneurs selling our products. In turn, we can now sell at affordable prices, reach a vast audience of new consumers and create a great experience for the communities we serve.”
In 2013, HHCB launched 31 Splash Bars run by rural women located around the botler's Goblej Plant in Gujarat. Now, more than 30,000 Splash Bars bars are selling more than 1.5 million cups of
Today, the Splash Bar success story has positive impacts across areas: it’s a bustling neighborhood hangout in some communities, it provides rural consumers with an authentic brand experience at an affordable price, and it has facilitated women entrepreneurs to earn around 4,000 rupees per month, contributing financially to their households.
At the 2016 Consumer Analysts Group of New York Investor Conference,
“…We see that it has been possible to take this idea of premiumization and affordability through a range of packages priced appropriately and drive transactions and revenue and, therefore, price through this strategy in North America,” Quincey said. “And conversely… the opposite end of the spectrum economically…the idea of affordability takes on a new dimension in India.”
By selling small amounts of
And women serving cups of
More on Journey
- Coke's Muhtar Kent Shares Lessons Learned at UVA’s Darden School of Business
Coca-ColaFamily: Employees Offer Each Other Support After Hurricanes Irma and Maria
- The Bridge Experience: 'A Turning Point in the Life of a Startup'
Si Se Puede: How
Coca-ColaScholar Adan Gonzalez is Freeing Himself and His Community Through Education
- Standing Up for What’s Right: Tackling Bullying Head-On