Thums Up Review (Soda Tasting #119)
In 1973, the Indian government passed the Foreign Exchange Regulation Act. Through this act, they attempted to force Coca-Cola to sell 60% of the equity in their operations in the country to Indian investors. According to a Pittsburgh Post-Gazette report from August of 1977, this loss of majority would have meant that Coke would have had to surrender their secret formula.
An Asia Times story mentions that that Coke agreed to sell 60% of it’s bottling and distribution units, but did not want to sell any of it’s technical and administrative unit. India rejected Coke’s proposal. Due to this, Coca-Cola left India in the late 1970s.
It was in this absence that the Parle brothers launched Thums Up, which became the dominant cola in the country. In 1993, Coca-Cola re-entered the Indian market following the relaxation of government policies. As part of their re-retry, Coke bought the Parle company.
In February of 2012, the Economic Times reported that Thums Up owned 42% of the cola market in India, with Pepsi at 35% and Coca-Cola at a little under 20%. Furthermore, Thums Up led the carbonated soft drinks market with a 15% slice.
Have you had any Thums Up? Please let me know in the comments.
Thank you for watching.Buy Thums Up on Amazon.com! (Affiliate Link)
|Company:||The Coca-Cola Company|
|Calories (12 oz.):||142|
|Caffeine (12 oz.):||Yes|