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According to executives intimately aware of the development, Coca-Cola's acquisition of a minority position in Thrive will be the company's first investment in an Indian startup.

Digital Desk: Coca-Cola is considering making an investment in an Indian business for the first time. The beverage giant is going to acquire a minority position in Thrive, an online food ordering business that competes directly with Zomato and Swiggy. Over 5,500 eateries have partnered with the meal search and delivery platform.

The strategic investment will provide Coca-Cola a distinct advantage over competitors, as it will encourage users to order just Coca-Cola beverages alongside food orders placed on the Thrive app, assist them in customising orders, selling package deals and meal combos, and distributing loyalty codes.

According to executives intimately aware of the development, Coca-Cola's acquisition of a minority position in Thrive will be the company's first investment in an Indian startup. They couldn't, however, place a price tag on the transaction.

 

Coca-Cola's investment will increase customer engagement with both restaurants and consumers. It will also provide it access to consumer data because Thrive has a significant number of mid-sized restaurant partners offering a variety of cuisines.


"Thums Up, for example, complements Indian spicy cuisine, while Maaza mango drink can be promoted at restaurants that cater to children," a firm executive explained. The company is well-known in the United States for providing bottled Coke and Thums Up aerated beverages, Minute Maid juices, Georgia coffee and Kinley water. The corporation has chosen unique global collaborations, such as one with the fast food chain McDonald's.

 

According to Sanket Ray, Coca-Cola president, India and SouthWest Asia, in a recent earnings call, the beverage maker has been emphasising associations and pairings with meals and food as one of its primary tactics to enhance consumption occasions.

 

Notably, Coca-Cola launched its worldwide meals platform, Coke is Cooking, in India last year, beginning with Kolkata. Its goal was to persuade customers to order its beverages alongside food from eateries.

 

Thrive, on the other hand, was founded only three years ago by three entrepreneurs: Dhruv Dewan, Karan Chechani, and Krishi Fagwani. What has contributed to its popularity among restaurant owners is that the site charges only one-fourth of the commissions charged by Zomato and Swiggy.

 

Jubilant FoodWorks, the operator of Domino's Pizza, purchased a 35% share in Thrive in late 2021 for approximately Rs 24.75 crore.





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