There are countries where local carbonated beverages have defeated the Coca-Cola that dominates the world

by Satish Krishnamurthy

Coca-Cola, a symbol of capitalism, has invaded countries all over the world along with social change, and when the Berlin Wall collapsed, it destroyed the East German local drink ' Vita Cola ', Poland etc. But the same phenomenon is happening. However, in India, even if Coca-Cola is to be sold under the change from socialism to free market, it is an unusual development that the two local carbonated drinks " Thums Up " and " Limca " will survive I will.

When India Kicked Out Coca-Cola, Local Sodas Thrived - Gastro Obscura
https://www.atlasobscura.com/articles/what-is-thums-up

When India became independent from Britain in 1947, Jawaharlal Nehru , the first Prime Minister, promoted the planned economy where the nation leads the economy, and strictly imposed strict regulations on the private sector, although corporate privatization would be accepted. Among them, the Pure Drinks Group brought Coca-Cola to India, followed by Pepsi Cola. Pepsi Cola withdrew in 1962 due to sluggish sales, but Coca-Cola continued to grow among government regulations, said that politicians were overwhelmed by the way they drunk in India from the city to the countryside .

However, India's economy became unstable after Indira Gandhi, the fifth prime minister, triggered the state of emergency declaration, arrested and imprisoned the party who hired to eliminate opposition forces by the power of power. In 1977, Indira Gandhi took over the administration to the Janatha party which holds "Anti · Indira", and George Fernandez, one of the Janatha party and later defense minister, eliminated Coca-Cola from India. In 1992 Fernandez told the New York Times: "When I ran out Coca-Cola in 1977, 90% of Indian villages did not have safe drinking water, but despite the fact that Coca · Coke it had in all of the village "," really do I need a Coca-Cola and Pepsi-Cola? " says .

When a major drinking company withdraws, a local drinking company will start to embrace the hole that was born there. Parle Group, based in Mumbai, released beverages "Thums Up" and "RimZim" to fill in the hole in Coca-Cola and "Limca" and "Citra" like lemonades filled the sprites holes. Each drink was very successful, but especially Thums Up, unlike other drinks, the popularity has exploded because it is spicy, humble and sparky.

by Satish Krishnamurthy

Below is a lemonade-like Limca.

by nooodle 12

However, in the 1980s, when India's economic isolation begins to relax, overseas companies will return to India again. When the Soviet Union, a sponsor of India, collapsed and economic support ceased, economic liberalization took place, and Pepsi revived in 1990 with the name India like "Lehar Pepsi". Benjamin Siegel, a historian, told economic liberalization in 1991, "It is not exaggeration to say that liberalization has changed the country overnight," said one of the TV channels The number of carbonated drinks which increased suddenly and had only a few kinds also increased rapidly.

In this situation Pepsi and Thums Up rushed into the brand war. Pepsi relieved Thums Up as "drug-like taste" in advertisements, while Thums Up set up a new slogan "thunder-like taste". Thanks to this slogan Thums Up establishes its identity as a more edgy, "masculine soda". The branding of Thums Up, which appeals to pursue thrill, appealed not only to teenage boys who often drink carbonated drinks but also to Indian consumers liberalized and full of many possibilities It was. Thum Up has become the Indian version "Coca-Cola".

by it's me neosiam

The timely and exciting marketing of Thums Up says not only defeating Pepsi but also raising the self-esteem of Indian citizens. Through the opening of India to the world, the people became more aware of their culture and caused an emotional urge to support Indian brands.

But when Coca-Cola re-entered India in 1993, it bought Thums Up from Parle and soon began pioneering the market for sprites and fantas by killing the local brand Citra · Gold Spot · RimZim . That does not mean that all local drinks are gone, but beverages like Thums Up and Limca are still drinking. Regardless of how many new options it increases, these beverages are stabilized because of the unique reason of "looking indian native lemonade" nimbu paani "" well with Indian spicy food " It is considered to continue.

As of February 2019, Thums Up reigns at the top of Indian carbonated beverage market, followed by Sprite, Pepsi, Coca-Cola, Limca. This ranking is a manifestation that local carbonated drinks have survived political and economic upheaval, and elements other than "taste", "unfamiliar taste" that remains unchanged in the turmoil of the state is the reason for its popularity There is that.