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Friday, April 12, 2024

Coca Cola appoints new GM – What direction will the company take?

The most widely consumed beverage in Pakistan, Coca Cola, has come a long way since it’s release. The drink is available at every superstore and found in almost every household refrigerator.

To come this far, thousands of men worked day and night all these years. One of these men was Rizwan Khan, who recently retired as the Pakistan & Afghanistan General Manager, from the Company.


Khan served Coca Cola for two substantial decades in different roles and in this period, he succeeded in putting Pakistan on the global map as one of the critical markets for the future, growing the business as well as the organization.

He will now be replaced by Fahad Ashraf as the Chief Executive and GM Health for Pakistan & Afghanistan region. Ashraf joins the company from Reckitt Benckiser where he spent most of his career in various local and global marketing roles in Pakistan, UAE, South Africa & CHQ in the UK.

Ashraf has big shoes to fill. To name a few of Rizwan’s many contributions over the years, under his leadership Pakistan region grew its volume significantly and is now ranked # 14 globally.

Read more: Coca Cola’s Dasani helps create a socially active and green Pakistan

Coca Cola over the years played a major role in Pakistan – not only as a beverage manufacturer but also as a responsible corporate presence in the country. Over the years, they worked on environmental, social and community projects to help uplift Pakistan’s nation and youth.

Under Rizwan Khan’s leadership, they have worked with several organizations like Tedx, The Citizen’s Foundation, WWF Pakistan etc. and taken care of their corporate social responsibility with phenomenal consistency.

The company hope that Fahad Ashraf can continue his work with the same remarkable vigour he showed in his previous roles. He has reportedly led the restructuring of the organization & portfolio to drive better focus, achieved highest ever market share on Dettol, championed a significant improvement in D&I scores and set into action a purpose-led agenda called ‘Hoga Saaf Pakistan’ in collaboration with the Government.

Read more: The coke mix-tape: Rewinding Coca Cola’s journey into music

These achievements speak for themselves and give high hopes to see Coca Cola grow and continue partaking in our country’s progress.