If a survey conducted in a city, it is found that 40% citizens prefer thumps up, 32% prefer limca and 50% prefer cocacola. Only 5% prefer all the three. 10% prefer thumps up and limca, 18% prefer limca and cocacola and 20% prefer thumps up and cocacola.
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Home >Opinion >How Thums Up stole the cola thunder
Thums Up never tried to become a Coca-Cola clone, either in taste or in name.
Thums Up never tried to become a Coca-Cola clone, either in taste or in name.
How Thums Up stole the cola thunder
4 min read . 30 Nov 2017
Shuchi Bansal
A brilliant advertising campaign aside (Taste the Thunder), a stronger, fizzier and slightly spicier taste is probably the biggest reason for the success of Thums Up
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mint-india-wireThums UpThums Up adsTaste the ThunderCoca-ColaThums Up vs Coca ColaPepsiThums Up historyThums Up salesThums Up market sharecola wars
Last week, Coca-Cola Co.’s Indian unit celebrated 40 years of its carbonated beverage brand Thums Up, which has annual sales of Rs5,000 crore. The company said it intended to increase it to $1 billion (Rs6,400 crore) in two years. The target is ambitious, with the brand growing at 5-6% a year for the last couple of years, according to numbers shared by a company executive, but not impossible to achieve as it is the largest cola brand in the Coca-Cola portfolio.
Coca-Cola Co. bought Thums Up from Ramesh Chauhan’s Parle Bisleri Ltd in 1993 along with Maaza, Limca, Citra and Gold Spot, of which the last two were discontinued by the American beverage maker.
However, Thums Up stayed. And even though Coca-Cola Co. invested heavily in promoting and marketing its flagship beverage Coca-Cola or Coke, it couldn’t beat the home-grown cola brand. There are several reasons why Thums Up continued to thrive. To say that it followed a distinct marketing strategy would be an oversimplification of the reasons behind its numero uno position.
For starters, it enjoyed favourable circumstances in the initial years of its launch. Ramesh Chauhan started Thums Up when Coca-Cola exited India in 1977. The absence of Coke (there was no Pepsi at that time) created a vacuum in the market which Parle took advantage of. Although Thums Up faced competitors such as Campa Cola, Double Seven and Thril, Chauhan’s brand enjoyed a massive distribution advantage in the country, thanks to its other two fizzy drinks—Limca and Gold Spot.
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