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In 2010, in order to make its business operations more sustainable, The Coca-Cola Company (TCCC), the world’s largest non-alcoholic beverage company, pursued ‘5by20 - Women Economic Empowerment Initiative’ across the market it operated. 5by20 initiative was an ambitious ‘10-year global initiative’ to empower ‘5 million women entrepreneurs’ economically across the value chain of TCCC. In India too, Coca-Cola India pursued the same approach of its parent company. Under that, in late 2007, Coca-Cola India started ‘Parivartan Retail Training Programme’ (Parivartan) for rural retailers to impart skills, tools, and techniques to adjust them to the changing retail landscape in India. Such training programmes were conducted in buses of Coca-Cola India known as ‘Classroom on Wheels’. By 2012, Parivartan reached 100,000 retailers across India. With the encouraging results, Parivartan was extended to women retailers operating in rural and semi-urban areas, as 7% of the Coca-Cola India’s 2.15 million retail outlets were owned by women retailers. Under this initiative, Coca-Cola India provided eKOcool Solar Cooler (refrigeration units) free of cost to women retailers to empower them economically. Coca-Cola India stressed that economic empowerment to women would lead to social upliftment. Apart from India, how TCCC would expand Parivartan in other parts of the world remained to be seen.