Bhubaneswar, September 23, 2025: Hindustan Coca-Cola Beverages (HCCB) has signed a Letter of Understanding (LoU) with the Department of Mission Shakti, Government of Odisha, to train and support over 2,700 women entrepreneurs associated with Self Help Groups (SHGs) across the state.
The initiative, launched under HCCB’s CSR programme Project SHINE, will focus on upgrading and scaling more than 270 Subhadra Shakti Cafés in Odisha. Through its implementation partner Y4D Foundation, HCCB will co-design and deliver training modules covering financial and digital literacy, sales, marketing, and retail management.
Speaking on the occasion, Smt. Pravati Parida, Hon’ble Deputy Chief Minister of Odisha, said, “The focus of the nation has always been towards empowering women, and our Subhadra Shakti Cafés embody the spirit of women's collective strength, entrepreneurship, and empowerment in Odisha, serving as inspiration for communities nationwide. We're confident that this initiative by Hindustan Coca-Cola Beverages will not only empower SHGs women but also unlock the full potential of Subhadra Shakti Cafés making them hubs of livelihood, community pride, and social impact.”
Mr. Himanshu Shekhar Priyadarshi, Vice President & Chief Public Affairs, Communications & Sustainability Officer, HCCB, added, “At HCCB, we firmly believe that women-led entrepreneurship is a cornerstone for building resilient and thriving communities. Through Project SHINE, our ambition, aligned with the Union Government's visionary Lakhpati Didi program, we aim to upgrade Subhadra Shakti Cafés into self-sustaining social enterprises. By empowering SHG women with vital skills in sales, marketing, retail management, financial and digital literacy, we are fostering a culture of entrepreneurship and innovation. Together, we are enabling the way for inclusive growth, creating sustainable pathways for long-term prosperity, and contributing to the socio-economic development of Odisha.”
The partnership builds on HCCB’s ongoing CSR activities under Project SHINE, which include WASH initiatives, waste management projects, Anganwadi upgradation, digital learning interventions, and livelihood training. To date, these efforts have reached more than 1.34 lakh individuals across Odisha.
