New Delhi, Sep 26 (IANS) Fast moving consumer goods (FMCG) major Coca Cola India Monday said it will not raise prices to counter the effects of high inflation.

"Inflation is there and it has also affected us but we are not looking at raising prices," Coca Cola India chief executive Atul Singh told IANS on the sidelines of an industry event.

According to Singh, the company has employed various cost-saving measures in its operations to stave-off the effects of high inflation.

"Raising prices is not the only way to deal with inflation; instead, we having been using cost-effective measures," Singh said.

When asked about new investment plans, Singh said the company was bullish about India as a key strategic market and would continue to invest here.

"India is a key strategic market for us and we have been investing billions of dollars in the past several years, and will continue to do so," Singh said but did not divulge any financial details.