While the world is facing yet another financial crisis in 2008 and big multi-national companies have put their expansion on hold into the Asian markets, Coca Cola however, is looking at opportunities to leverage the rich heritage of India and its rapidly growing youth population and skilled work force. It quickly recognizes the Information Technology challenges for Bottlers and turns it into an advantage. The BIG Centre of Excellence is born in 2011. Setting up the Centre in India gives it a strategic time zone coverage and cost advantage. India is also the global sourcing center of the world making it a great place to find suitable global partners.