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"The Real Thing: Coke's Bumpy Ride through India", is a non-fiction
real life story of the Atlanta-based The Coca Cola Company's long
troubled business journey, partly its own making and partly because
of its wrong assessment of India's regulatory system and
administrative framework. The content combines a painstaking
research by the author into various aspects of the company's
operations over a period of time and his insider's knowledge with a
reporter's detachment. The chapters are constructed brick by brick
to chronicle the company's and brand Coca-Cola's business moves in
the sub-continent, following more of a hybrid than purely global or
local standard. Entering India in 1991 after a 14-year exile,
Coke's subsequent policies and practices have been mired in
controversy. The pesticides in colas, the closure of the company's
Kerala plant following its expose as a groundwater guzzler, and the
company's constant fight with environmentalists, social activists
and the government provided the impetus for writing this book.
Having tracked Coke for over two decades, Nantoo Banerjee's book
provides, possibly for the first time in India, a well-researched
look into the operation of a major multinational - its managerial
practices, especially some of the critical moves and decisions
taken by its senior executives in Atlanta, Tokyo, Hong Kong and New
Delhi, internal intrigue, customer care policies, external
pressures and ruthless ambition. The book is brilliantly bold and
lives up to the author's reputation as one of the country's
best-known investigative business journalists.
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