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Coca-Cola is planning to purchase a minority stake in Indian online food delivery platform Thrive to give them a distinct edge over rivals.
According to a Coca-Cola executive, the strategic investment will push consumers to order only Coca-Cola’s beverages along with the food orders they place on the Thrive app.
The executive added that the stake acquisition by Coca-Cola will drive consumer engagement with both restaurants and consumers since Thrive has a large base of mid-sized restaurant partners offering diverse cuisines.
Coca-Cola currently offers a wide range of packaged beverages in India, including Coke, Thums Up, Minute Maid juices, Georgia coffee, and Kinley water.
Coca-Cola says that Thums Up goes well with Indian spicy cuisine while the Maaza mango drink can be pushed at restaurants that focus on children.
Details about the deal are yet to be known.
Established in 2020, Thrive competes with other Indian online food delivery platforms such as Swiggy and Zomato.
