Hindustan Coca-Cola Beverages (HCCB), a leading Indian FMCG company, has successfully completed a massive sales and marketing training programme for over 25,000 youth. This achievement marks a major step forward in bridging the skills gap and enhancing employability, and is in line with the HCCB’s commitment to youth empowerment announced last year.
The initiative was implemented in eight Indian states including Bihar, Maharashtra, Telangana, Tamil Nadu, Madhya Pradesh, Andhra Pradesh, Gujarat and Odisha in collaboration with Y4D Foundation. The programme targeted school leavers, college students and dropouts aged 18 and above and aimed to provide them with job-relevant skills. Tailored to meet the diverse needs, interests and proficiencies of young people from diverse backgrounds, the program promoted effective learning by not only providing access to online platforms and mentoring from industry experts, but also connecting participants with local industries and entrepreneurial opportunities to boost employment.
The sales and marketing engagement consists of a 30-hour program that includes 24 hours of online training and six hours of face-to-face interaction. The program is hosted on a learning management system (LMS) and allows students to learn at their own pace, providing flexibility and convenience. The programme covers topics such as digital marketing, product knowledge, sales techniques, market research, analytics, sales forecasting techniques, communication skills, personal branding, professional development and career guidance to equip students with the all-round skills essential to succeed in the retail industry.
Himanshu Priyadarshi, Chief Public Affairs, Communications and Sustainability Officer, Hindustan Coca-Cola Beverages said:This announcement marks the culmination of our strategic initiative to upskill 25,000 youth in sales and marketing across multiple states. This initiative is central to our ongoing efforts to drive meaningful empowerment in our communities. By equipping these youth with essential sales and marketing skills, we will increase their employability and actively foster their professional and economic development. This initiative is aligned with our corporate values and deeply resonates with the national goal of a more developed India. We thank the state governments for supporting this employment-focused program and including them in their skill development courses. For instance, as part of our MoUs, we have partnered with the state of Tamil Nadu, Kaushalya’s Naan Mudhalvan Scheme, Skill University in Gujarat, and Telangana Skill and Knowledge Academy in Telangana. With the achievement of this milestone, our focus will shift to further investments in socio-economic empowerment programs to continue to provide inclusive and impactful opportunities.”
Dipali Salunkhe said:I am one of the beneficiaries of the program in Maharashtra. My career has undergone a major transformation since I enrolled in HCCB’s Sales and Marketing Training Program. Prior to joining the program, I was working in the hospitality industry and underestimated the importance of effective communication and customer relations in the industry. However, this perspective has changed as the program provided me with valuable insights and practical skills in these areas. When I put into practice what I learned in the training sessions, I noticed a significant improvement in my interactions with customers and colleagues. I feel that the program has given me more confidence, competence and the requisite skills in my role.“
Chintu Gevaram Prajapati said: “Previously, I was running my family’s optical store in a traditional way, but it wasn’t very profitable. Things have changed a lot after I joined the sales and marketing training program. Now, I am focusing on new and smart ways to sell products and I have learnt how to understand customer preferences, increase product awareness and keep customers interested. This has helped me to expand my customer base and gain customer loyalty. After joining the program, I also started using digital marketing and social media, which has strengthened my business in the market.“
HCCB remains committed to driving initiatives that foster inclusive growth. Besides the significant achievement of empowering 25,000 youth, the company has also imparted digital and financial literacy training to 25,000 women and promoted the ‘Campus to Enterprise’ programme for Telangana Academy for Skills and Knowledge (TASK) students. HCCB’s community programs have benefited over 750,000 people across several states through the installation of water ATMs and RO units providing safe and clean drinking water, setting up classrooms with smartboards to enable digital learning, sustainable agricultural practices training for farmers and other vocational training, and strengthening infrastructure.
