Business Standard

BOOK REVIEW

- KANIKA DATTA

When Americans formally became combatants during World War II, the CocaCola Company persuaded the government to exempt it from sugar rationing and send its trademark sugar-laden drink to all theatres of war. This privilege gave the cola company unfettered access to markets in Europe, Asia and Africa on the back of the US army’s progress. After buying the sweetener at government­pegged prices, Coca- Cola sold 10 billion bottles at military bases and stores between 1941 and 1945, and created a world market for itself.

Staff from the company – known as “Coca-Cola Colonels” – travelled with the

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