Cold Drink History in India.
This story dates back to the era of"License raaj" when Indira Gandhi had forced all foreign companies to put a significant share of their venture in domestic hands.
Coca Cola pulled out and Thumbs Up took over the market.
This story dates back to the era of"License raaj" when Indira Gandhi had forced all foreign companies to put a significant share of their venture in domestic hands.
Coca Cola pulled out and Thumbs Up took over the market.
When the liberalisation of India happened under PVN Rao, foreign companies returned. Coca Cola woule face stiff competition from Thumbs Up.
So, it relied on shady techniques like incentivising shops not to sell Thumbs Up. Companies that supplied bottles were also discouraged.
So, it relied on shady techniques like incentivising shops not to sell Thumbs Up. Companies that supplied bottles were also discouraged.
Eventually, sales of Thumbs Up fell and Ramesh Chauhan, the chairman had to sell off Thums Up, Limca, Gold Spot, Maaza and Citra to Coca Cola.
Initially they only allowed Coke which didn't take off, so they were forced to reintroduce Thumbs Up.
Initially they only allowed Coke which didn't take off, so they were forced to reintroduce Thumbs Up.
Ramesh Chauhan is presently the chairman of Bisleri, India's largest bottled water company and is planning to make a return to the soft drinks market.
Uncle Chips is another Indian product that was taken over by PepsiCo in a similar fashion.
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