I don't know what my limitations are until I reach them. I look for the challenge. The statement, probably well defines the man who is new supremo of Coca-Cola India - Atul Singh. It's a second homecoming for Singh, who has been Coca-Cola's China division President and CEO, looking after the East, Central ad South divisions. Before moving to China in 2001, Singh was Vice-President (Operations) at Coke India, overseeing all franchisee-bottling operations. He had joined the company in 1997 as Vice-President, Marketing, and headed its franchisee bottling operations since 1999.

Always on the move and full of action, Singh was with Colgate-Palmolive in the US, Romania and Nigeria prior to joining Coke. But market pundits say that it might not exactly be a sweet homecoming for Singh. He comes at a time when the India performance of the company has been a dampener for the MNC's second quarter results announced in Atlanta on June 21. Unit case volumes in the country decreased 14 per cent in the quarter. "Price increases to cover rising raw material and distribution costs, the lingering effects of the false pesticide allegations and the de-emphasis of the powder business drove the declines," the company recently said in a statement.

"Results are expected to remain weak throughout 2005," it added. In an executive office memorandum issued to all its employees announcing Singh's appointment, Coca-Cola said it was a 'challenging' and 'strategically important' opportunity for him. Singh also came at a time when the President's position is being described as the proverbial hot seat. He stepped into the shoes of Sanjeev Gupta, who, according to reports, left in a huff because his position has been undermined in recent business reorganization.

Gupta had gone on medical leave soon after Coke's Atlanta-based headquarters split the bottling business in June end. Nevertheless, the spectre of command has now passed on to Singh, who is expected to steer Coca Cola's India division, which comprises India, Sri Lanka, Bhutan and franchisees to newer areas of growth and optimism. In India, the company has 24 bottling plants and 26 franchisee-owned bottling plants. These are housed under its subsidiary called Hindustan Coca-Cola Beverages. But as it's often said, true leaders don't work on probability of possibility but on the probability of impossibility, with Singh at the helm, Coca-Cola is sure to add new dimension to its growth in India.