Coca-Cola Appoints Vijay Bathija as VP for Franchise Operations in Southwest Asia
Coca-Cola recently announced the appointment of Ajay Vijay Bathija as the Vice President of Franchise Operations for Southwest Asia (SWA).
Ajay brings a wealth of experience to this new role, having spent nearly 24 years with The Coca-Cola Company, where he has developed a unique blend of marketing and franchise expertise.
His journey with Coca-Cola began in 1999 when he joined the Hindustan Coca-Cola Beverages Pvt. Ltd. (HCCBPL) Front Line Sales team. Over the years, he steadily progressed through various roles and positions within the organization, showcasing consistent growth.
In 2005, Ajay assumed the position of Region Manager for the Mekong Delta Region at SabCo Vietnam, where he played a crucial role in driving sales operations and route-to-market strategies to boost volumes.
Returning to India, he served as Director Marketing for Colas, leading the groundbreaking “Share a Coke” campaign and introducing Coca-Cola Zero Sugar for the first time in the INSWA (India and Southwest Asia) markets. Additionally, Ajay played a key role in revitalizing ThumsUp through integrated marketing campaigns, enhancing the brand’s popularity.
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During his tenure as the Country Manager for Bangladesh from 2018 to 2020, Ajay collaborated closely with Bottling Partners to elevate Bangladesh among the top 3 markets in Coca-Cola TM globally.
In 2020, he transitioned to the role of Senior Director – Front Line Marketing, where he aligned portfolio strategies, facilitated seamless commercial and marketing execution, and successfully launched the acclaimed musical franchise, ‘Coke Studio,’ in Bangladesh. His innovative “Is Cooking” Coke with meals experience platform, particularly “Kolkata is Cooking,” significantly boosted brand love and consumer engagement for Coca-Cola TM.
Sanket Ray, President of India and Southwest Asia, expressed his confidence in Ajay’s abilities, noting his understanding of business and growth mindset. He believes that Ajay’s astute business acumen and collaborative approach will further the organization’s purpose in the Southwest Asia region.
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Ajay holds a Masters in Marketing Management from NMIMS, Mumbai, and completed his Commerce degree from HR College of Commerce and Economics. With his extensive experience and achievements within the Coca-Cola family, he is poised to lead the franchise operations in Southwest Asia to new heights.
