Venkatesh Kini, vice-president (marketing), Coca-Cola India, said, "The launch of the national toll-free number is a first of its kind initiative by a beverage company in India.

The initiative has been designed to respond to consumer queries, provide the right information on our company, brands and also get feedback."  The company said the reaction to the toll-free number had been encouraging.

Consumers have been calling in with queries ranging from which is the nearest Coke retail outlet in remote areas to wanting to find out when Minute Maid, the company's juice brand, would be launched in their part of the country.

With the recent pesticola controversy, a number of consumers are said to have expressed concerns about how the beverages are manufactured. The company said a large number of people had been calling the toll-free number to set up plant visits.

Coke has tied up with a Delhi-based BPO, Infovision, for this initiative. "The entire consumer interface is manned by specially trained executives, for us to serve our consumers in accordance with the highest standards of customer service," said Kini.

Globally, most companies, especially those in the consumer goods space, provide a toll-free number as a platform for consumers to interact with the company. In India, however, the practice is still to catch on. So far, it is predominantly the airlines and cell phone operators who have set up toll-free numbers.

Coca-Cola has already started rolling out bottles with new packaging and labels which carry the toll-free number. The company also plans to publicise the number at retail outlets through point of sale displays.

The launch has been timed with the new summer campaign for the company's various soft drink brands. Debrata Mukerjee, director-marketing (flavour and media), Coca-Cola India, said the company had just released its summer campaigns for its non-cola brands � Sprite, Limca and Fanta.

"We have launched new ad campaigns for the brand which will be supported by an integrated marketing campaign," said Mukerjee. Launching new campaigns makes strategic sense for the cola company as according to industry watchers, close to 55 per cent of beverage sales take place during the summer months.