Sprite and IRCTC Launch India’s First Branded Train Partnership

What Happened

On August 21, 2026, Coca-Cola India and the Indian Railway Catering and Tourism Corporation (IRCTC) officially flagged off the Sprite Tejas Express, marking a significant milestone in the commercialization of India’s rail infrastructure. The train, operating on the high-traffic Delhi-Lucknow route, represents the first instance of a private, consumer-facing brand taking over the branding of an entire train set in the country.

The inauguration ceremony, attended by senior leadership from Indian Railways, IRCTC, and Coca-Cola India, unveiled five coaches featuring exterior Sprite branding. This partnership is scheduled to remain in effect for six months, transforming the train into a mobile marketing platform for the beverage brand. Beyond the exterior aesthetic, the experience extends to the interior, with Sprite integrated into passenger food bundles and accompanied by promotional sampling and merchandise distribution for travelers.

Key Details

The partnership is structured to integrate the beverage brand into the daily operational flow of the train. Key elements of the initiative include:

• Route: The Delhi-Lucknow-Delhi corridor, a key market for both business and leisure travelers.
• Duration: The branding agreement is active for a six-month period starting August 2026.
• Branding Scope: Five coaches feature full exterior branding, with the train announced as the 'Sprite Tejas Express' at originating and en route stations.
• Onboard Experience: Sprite is included as part of the passenger food bundle, with additional sampling and merchandise activations planned.
• Strategic Collaborations: The project includes a partnership with Wow! Momo, further linking the beverage brand with established food retail partners.

Context

For decades, Indian Railways has relied primarily on ticket sales and freight transport for revenue. However, in recent years, the organization has aggressively pursued 'non-fare revenue' streams to offset operational costs and upgrade passenger facilities. This strategy involves leveraging railway assets—such as station spaces, train exteriors, and digital platforms—for advertising and corporate partnerships.

This specific collaboration with Sprite is part of a broader trend of corporate integration within public transit. By choosing the Tejas Express, a premium train service, the partners are targeting a demographic that values convenience and service quality.

"At Coca-Cola, we continue to explore collaborations that can unlock new avenues for growth and create shared value. Our association with IRCTC reflects our commitment to building long-term customer relationships and expanding our presence across the travel ecosystem," said Abhishek Gupta, Vice President, Customer Development, Coca-Cola India & Southwest Asia.

Why It Matters

The move signals a shift in how Indian Railways approaches its assets. By allowing a consumer brand to dominate the visual identity of a train, IRCTC is signaling to other corporations that its infrastructure is open for high-visibility marketing. This model provides the railway with a steady stream of non-ticket revenue, which can theoretically be reinvested into passenger amenities, maintenance, and service improvements.

Furthermore, the partnership attempts to address sustainability concerns by integrating environmental initiatives into the branding effort. The project includes the installation of benches at the station made from recycled plastic, with each bench repurposing approximately 45 kg of post-consumer packaging waste. Additionally, the ceremonial launch flag was manufactured from repurposed PET bottles.

Ajit Kumar Sinha, Chief Regional Manager, Lucknow Division, IRCTC, noted the importance of this integration:

"At IRCTC, we continuously look at opportunities to enhance the passenger experience across our premium train services through relevant partnerships and initiatives. Our association with Sprite on the Tejas Express brings an established consumer brand into the travel environment through an integrated onboard experience."

Bottom Line

The Sprite Tejas Express serves as a pilot for future corporate-railway collaborations. If successful, this model could be replicated across other premium routes, potentially changing the visual landscape of Indian trains. For passengers, the impact is a mix of branded experiences and potential service enhancements funded by these corporate partnerships. For the rail industry, it represents a successful monetization of the 'travel occasion,' turning a standard journey into a consumer engagement opportunity.

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