NEW DELHI: Coca-Cola predicts that its Indian revenues will continue to grow this year despite the economic downturn, and will further diversify its media spend in the country from a focus on TV to mediums including online and outdoor.

As discussed in an article by WARC Online's US Editor Geoffrey Precourt, Coca-Cola is seeking to expand its operations in fast-developing markets around the world, and also argues that technology like the internet is creating "global tribes".

It has posted ten successive quarters of growth in India, including an expansion of 28% in the last three months of 2008, when its international operations grew by just 4% over the same period.

According to Venkatesh Kini, its vp of marketing in India, the company is "growing steadily" across its portfolio of brands, which includes Thums Up cola, juice offering Maaza and Kinley bottled water.

Kini says there is a "lot of opportunity" for expansion in India, as "packaged drinks only account for 4% of the total market for beverages" in the country.

In terms of its advertising strategy, the company is moving from a "TV-centric" focus and has "diversified our marketing investments across multiple media," including platforms varying from outdoor, radio and print to in-store to the internet.

It also plans to invest over $250 million (€196m; £182) in India in the next three years, and also recently announced it will spend some $2 billion in China over a similar timeframe.

Data sourced from The Hindu Business Line; additional content by WARC staff