Coca-Cola India has named Ajay Vijay Bathija as Vice President of Franchise Operations for Southwest Asia. With nearly 24 years of experience in marketing and franchise expertise, Bathija has played a crucial role in various campaigns and initiatives for the company.

Coca-Cola India’s Appointment of Ajay Vijay Bathija Marks a Positive Step in Franchise Operations

Coca-Cola India has recently made a significant announcement regarding the appointment of Ajay Vijay Bathija as Vice President of Franchise Operations for Southwest Asia (SWA). This decision demonstrates the company’s commitment to enhancing its operations in the region and furthering its reach and impact.

With an extensive career spanning almost 24 years in The Coca-Cola Company, Ajay brings a wealth of knowledge and expertise to his new role. Having started his journey with Hindustan Coca-Cola Beverages Pvt. Ltd., he has consistently risen through the ranks, showcasing exceptional dedication and determination. Such upward mobility within the organization is a testament to his outstanding capabilities and leadership qualities.

One noteworthy achievement in Ajay’s career is his instrumental role in the ground-breaking “Share a Coke” campaign. This campaign revolutionized marketing strategies for Coca-Cola, bringing a unique personal touch to the brand and fostering a deeper connection with consumers. Additionally, his successful introduction of Coca-Cola Zero sugar to the INSWA markets highlights his innovative thinking and ability to navigate emerging trends.

Furthermore, Ajay’s tenure as the Country Manager for Bangladesh showcases his talent for collaboration and driving impressive results. Working closely with Bottling Partners, he played a pivotal role in elevating Bangladesh to become one of the top three markets for Coca-Cola TM globally. This accomplishment underscores his astute business acumen and strategic vision.

Ajay’s prior appointment as Senior Director – Front Line Marketing further solidifies his reputation as a dynamic and results-oriented leader. His launch of the renowned musical franchise ‘Coke Studio’ in Bangladesh not only showcased his creativity but also resonated deeply with consumers, significantly boosting Coca-Cola TM’s brand love and fostering increased consumer engagement.

Sanket Ray, President of India and Southwest Asia, has expressed his optimism regarding Ajay’s appointment, emphasizing his understanding of the business and growth mindset. With Ajay’s collaborative approach and proven track record of driving businesses to new heights, it is clear that his appointment will further enhance the organization’s purpose in the Southwest Asia region.

In conclusion, Coca-Cola India’s appointment of Ajay Vijay Bathija as Vice President of Franchise Operations for Southwest Asia is a promising development that highlights the company’s commitment to growth and success in the region. With Ajay’s vast experience, innovative thinking, and strategic acumen, he is poised to lead the organization to even greater heights, fostering stronger relationships with consumers and delivering exceptional results. This appointment reinforces Coca-Cola’s position as an industry leader and sets the stage for future advancements in franchise operations.

Coca-Cola India announces the appointment of Ajay Vijay Bathija as Vice President, Franchise Operations for Southwest Asia

Coca-Cola India announced the appointment of Ajay Vijay Bathija, as Vice President of Franchise Operations for Southwest Asia (SWA). Ajay’s extensive career journey with The Coca-Cola Company spans nearly 24 years and encompasses a distinct combination of marketing and franchise expertise.

In 1999, Ajay embarked on his professional journey with the Hindustan Coca-Cola Beverages Pvt. Ltd. (HCCBPL) Front Line Sales team and demonstrated consistent growth steadily advancing across different roles and positions within the organisation. He was the Region Manager for the Mekong Delta Region at SabCo Vietnam, in 2005. In this pivotal role, he led sales operations and route-to-market strategies to drive volumes.

He returned to India as Director Marketing for Colas and spearheaded the ground-breaking “Share a Coke” campaign. He successfully introduced Coca-Cola Zero sugar for the first time in the INSWA (India and Southwest Asia) markets. He was also instrumental in rejuvenating ThumsUp through integrated marketing campaigns, resulting in enhanced brand love.

As the Country Manager for Bangladesh from 2018-2020, Ajay worked closely with the Bottling Partners to bring Bangladesh amongst the top 3 markets in Coca-Cola TM, within The Coca-Cola Company (TCCC) globally. In 2020, he transitioned to Senior Director – Front Line Marketing, where he aligned portfolio strategies, facilitated seamless commercial and marketing execution, and successfully launched the most celebrated musical franchise of the Company, ‘Coke Studio’ in Bangladesh. His pioneering “Is Cooking” Coke with meals experience platform, particularly “Kolkata is Cooking,” boosted Coca-Cola TM’s brand love and consumer engagement.

Commenting on the appointment, Sanket Ray – President, India, and Southwest Asia, said “With his understanding of business, and growth mindset, Ajay has a proven track record of taking business to newer heights. We are hopeful that with his astute business acumen and collaborative approach he will further the organization’s purpose in the Southwest Asia region.”

Ajay has successfully completed his Masters in Marketing Management from NMIMS, Mumbai. He is a Commerce graduate from HR College of Commerce and Economics.