![]() The Glass Bottle adds a touch of nostalgia and elegance to your cola-drinking experience. Take a sip and let the rich and intense flavor envelop your taste buds, providing a harmonious balance of sweetness and spice that is uniquely Thums Up. It is crafted with a carefully guarded recipe, blending the finest ingredients to create a taste that is robust, invigorating, and distinctly Thums Up.Īs you open the Thums Up Glass Bottle, you'll be greeted by the satisfying sound of the carbonation being released. Thums Up Glass Bottle delivers an authentic and refreshing cola experience that is cherished by millions. This iconic cola beverage has been captivating cola enthusiasts for generations with its bold flavor and nostalgic appeal. One of other reasons why Thums Up sustained in the Indian market was also the rise in demand for homegrown products post-liberalisation.Indulge in the timeless charm of Thums Up in its classic Glass Bottle format. They were shown to prefer the beverage over any other for its “ new code of masculinity”. Advertisements for Thums Up featured actors like Akshay Kumar, Salman Khan and Mahesh Babu as its brand ambassadors. I also remember cricketers Sunil Gavaskar and Imran Khan advertising together for Thums Up in sports magazines, two sportsmen of different nations promoting the same product, a rare scene in today’s time.”ĭrinking Thums Up was also seen as an assertion of masculinity, strength and the fact that anyone drinking it was a grown-up and to be taken seriously. Vijay Sharma, director at Employees’ State Insurance Corporation, recalled, “Thums Up was the first drink to launch large-size bottles (300 ml as against 250 ml prevalent at that time) called ‘maha cola’ which added to its appeal as a thirst quenching summer beverage. One of the reasons why Thums Up was an instant hit is because it gave more quantity for less price. In 2012, Coca-Cola had also brought back Citra for rural areas. However, Limca was retained after Coca-Cola realised that the demand for it was high in the early 2000s. ![]() Citra and Goldspot were relinquished from the market by the 2000s as they were competing with the likes of Fanta and Sprite, the global brands owned and prioritised by Coca-Cola. The other Indian beverages acquired by Coca-Cola, however, did not survive the onslaught. And they decided to stabilise the production of these, to go after their major competition Pepsi,” Matthias added. “Initially Coca-Cola’s focus was on their mainstream brands, but soon after a few years, they realised that there was a lot of equity with Thums Up, Limca, and other Indian brands. ![]() No truth that we tried to kill Thums Up or any other drink,” Deepak Jolly, a Coca-Cola communication executive, told ThePrint.Ĭoca-Cola had about 60.5 per cent share of the Indian soft-drink market in the 1990s but soon understood that if it removed Thums Up, it would be left with merely 28.7 per cent of the market share. Such has been the romance with Thums Up that a hill in Maharashtra has been named after the drink. “The feeling among people was that being an international company, Coca-Cola’s focus would be more on its global brands like Fanta, Sprite and of course Coke, and other drinks in the Indian market will phase out gradually,” he told ThePrint.īut Indians didn’t let go of their favourite Thums Up, which continues to be the leader in the country even today, with 42% market share. ![]() Lloyd Mathias, business strategist and former executive vice president at PepsiCo India, gave an explanation for this. The successful removal of other carbonated drinks such as Goldspot and Citra (both initially owned by the Parle group) from the market had not helped the company’s case. While Coca-Cola has repeatedly denied this allegation, marketing gurus of the time believed that the company was indeed up to something suspicious. For a long time, it was believed that this was just a way for The Coca-Cola Company to ‘kill’ Thums Up and diminish any competition that Coke faced. ![]()
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