Our digital plan will bring IPL experience alive: D Shivkumar
As the title sponsor for IPL-7, the company is drawing up fresh marketing and advertising plans to attract cricket lovers. It has floated a music channel, Pepsi MTV Indies, in association with MTV to target the youth segment. In an exclusive interview with Lalitha Srinivasan, Shivkumar talks about the company’s plans. Excerpts:
Tell us about the company’s restructuring plans to strengthen operations in India.
Our new organisational structure is aligned with our global operating model. The food and beverage categories are highly complementary. Our integrated structure drives speed, efficiency and effectiveness at all levels in the organisation, which will enable us to meet the needs of retailers and help us in brand building, innovation and points of sale.
How important is PepsiCo India in your global operations?
India is a key market for PepsiCo and one of the top markets worldwide. Today, we have one of the largest MNC food and beverage businesses in India with a significant manufacturing presence. Along with our partners, we have recently announced an investment of Rs 33,000 crore in India by 2020 for product innovation, increasing manufacturing capacity, ramping up market infrastructure, strengthening supply chain and expanding company’s agriculture programme. The decision