NEW DELHI — In a first-of-its-kind partnership, beverage brand Sprite and the Indian Railway Catering and Tourism Corporation (IRCTC) have flagged off India's first branded train, named the Sprite Tejas Express. The initiative brings together senior leadership from Indian Railways, IRCTC, and Coca-Cola India to introduce a new travel experience for passengers.
The Tejas Express will operate on the Lucknow–New Delhi–Lucknow route for a duration of six months, starting August 2026. As part of the branding, five coaches will feature Sprite branding across their exterior. Additionally, the train will be formally announced as the Sprite Tejas Express at originating and en route stations on both legs of the journey.
The partnership extends to the onboard experience, where Sprite will be included as part of the passenger food bundle. During the inauguration, passengers received Sprite samples and merchandise, with further brand-led experiences planned for the journey. Furthermore, Sprite has collaborated with food brand Wow! Momo as part of the onboard experience to connect with consumers' food preferences.
Abhishek Gupta, Vice President of Customer Development at Coca-Cola India & Southwest Asia, stated that the collaboration aims to unlock new avenues for growth, build long-term customer relationships, and expand the company's presence across the travel ecosystem.
Ajit Kumar Sinha, Chief Regional Manager of the Lucknow Division at IRCTC, noted that the partnership integrates an established consumer brand into the travel environment to enhance the passenger experience across premium train services.
The initiative also incorporates sustainability elements. Benches made from recycled plastic—with each bench repurposing approximately 45 kg of post-consumer packaging waste—have been placed on the ground at the station. Additionally, the ceremonial launch featured an official flag made from repurposed PET bottles to demonstrate the transformation of discarded materials into functional items.
The Coca-Cola Company operates a large portfolio of hydration, sparkling, coffee, tea, nutrition, juice, and dairy-based products in India, reaching consumers through a network of over six million retail outlets alongside its bottling partners.
"This partnership between IRCTC and Sprite represents an innovative approach to brand marketing and customer engagement in India. By integrating a prominent consumer brand directly into premium transport infrastructure, Coca-Cola India is exploring non-traditional avenues to connect with consumers during travel occasions. Furthermore, embedding sustainability initiatives such as recycled plastic benches and PET-derived flags demonstrates how corporate partnerships can combine commercial visibility with practical environmental responsibility." — Dr. Shishir Gupta, Founder & CEO, StartupLanes
