Putting the fizz back in Coke

Neville Isdell had a special bond with India. After all, he was instrumental in Coca-Cola’s re-entry into India after George Fernandes had successfully kicked it out of the country in 1977. Yet, ironically, in 1993 when he was handed India as one of his territories, having to relinquish Africa in its place, he was so upset that he considered quitting the company. That was because he thought sales volumes in his group would dramatically dip because soft drink sales in India were negligible at the time. But he stayed on and never regretted his decision.

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