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COMPANY REPORT

HCCB announces plans to become FMCG company worth $2.5 billion by 2020
Wednesday, 29 November, 2017, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Hindustan Coca-Cola Beverages (HCCB) Pvt Ltd has announced its plans to become a $2.5-billion fast-moving consumer goods (FMCG) company by 2020. Plans include manufacturing and selling a wide range of beverages – from premium to value – and modifications to its operating structure.

The company is also apportioning more resources to its frontline and field – both financial and human. This includes the setting up of the Premium Division to service customer requirements around niche and premium beverages (smart water, frozen fruit desserts, mixers, tonic water, etc.) and amalgamating the existing Alternate Beverages Division to the mainstream distribution system.

HCCB has achieved significant scale in the sale and distribution of an extensive range of juices under its Minute Maid and Maaza brands and also a host of sparkling and dairy products.

As a part of its growth plan, the company aims to open one million new outlets by 2020. It currently distributes its products in two million outlets across 25 states.

Its 2020 plans focus on the following key priorities:  
  • Being consumer- and customer-centric
  • Driving revenue growth
  • Building a strong and agile system that has efficiency as its core
  • Digitising the enterprise
  • Unlocking the power of associates (employees)
In order to be more flexible and respond to changing consumer demands, HCCB will now operate under seven zones instead of the current five and will also re-organise its corporate centre resources to serve in the zones and factories.

It will have a leaner corporate office and a much-strengthened sales and supply chain organisation, thereby creating several hundred new jobs.

HCCB expects to fill most of these new jobs from within the organisation. The reorganisation will, however, make a few existing jobs redundant, and the incumbents of these will be encouraged to apply for the new jobs that have been created.

No additional details are available at this time, since this exercise is yet to begin.

“In my time as chief executive officer, I have focused on listening to our employee base,” said Christina Ruggiero, chief executive officer, Hindustan Coca-Cola Beverages Pvt Ltd.

“It was very clear from our research, conversations and market data that today, we are not structured in a way that allows us to fully leverage our scale and market capabilities,” she added.

“Changes of this nature take time to seep in, but our associates are committed to ensuring that HCCB is a key fixture in India’s consumer landscape and delivering the growth that we know is possible in India,” Ruggiero said.

By refining the operating structure and simplifying processes, HCCB will solidify its investment in India’s future with an infrastructure capable of favourable long-term impacts. 
 
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