Coca-Cola has been operating in India since 1986 and has invested over $1 billion, employing 5,000 people through 25 bottling operations and 35 franchisees. It has a leading market share in carbonated soft drinks, fruit drinks, and packaged water. Coca-Cola has succeeded in India through its diverse product portfolio, intensive brand building programs, and establishing affordable price points. It also focuses on lowering costs through procurement efficiencies and outsourcing distribution. Coca-Cola views India as both a major sourcing market and huge consumer market, and plans to increase per capita consumption and expand its distribution network.