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As summer sets in, Coca-Cola, fighting to increase its market share in India, plans to speak directly to its consumers on a toll-free consumer feedback number.

Pepsico executives were not willing to share their initiatives, but industry sources said it, too, was likely to come out with innovative means to reach people directly.  

Venkatesh Kini, vice-president (marketing), Coca-Cola India, said, "This initiative is designed to respond to consumer queries, provide the right information on our company and brands and also take feedback. The entire operation is manned by specially trained executives."

Delhi based call center, Infovision,  will provide back-up support. The call centre staff have been given a one-month course on issues related to the product and the pesticides controversy.

Aditya Gupta, president, Infovision, said, "We are excited to service a new product category like the beverage industry. What makes it even more exciting is to have Coca-Cola as our client."

Email: rajendran.manoharan@hindustantimes.com