Who owns thumbs up

Jodhpur, Rajasthan. Verified Supplier. Ghaziabad, Uttar Pradesh. Jaipur, Rajasthan. Mumbai Shop No. Road, Mumbai Suburban, Mumbai - , Dist. Pune, Maharashtra. Ludhiana, Punjab. Chennai, Tamil Nadu. Pankaj Nagar, Surat NR. Surat, Gujarat. Thane, Maharashtra. Muzaffarnagar, Uttar Pradesh. Gurgaon, Haryana.

Tughalakabad Village, Delhi House No. Jhajjar, Haryana. Dharavi, Mumbai Shop No. K8, M. Vijay Nagar, Ghaziabad Shop No. Vashi, Navi Mumbai, Dist. Hyderabad, Telangana. However, Thums Up quickly became the most popular and had almost a complete monopoly among cola products in India during the s.

Ramesh had developed the formula from scratch, experimenting with ingredients such as cinnamon, cardamom, and nutmeg. The company also wanted the drink to be fizzy, even when it was not ice-cold, so it could be sold by vendors.

After much testing and experimentation, the Chauhan brothers and their research team created a cola that was fizzier and spicier than Coca-Cola. Starting in , Pepsi became a big competitor for Thums Up when it joined the market in India.

The two competed for several years, and Thums Up created a larger, milliliter bottle size called MahaCola to improve their popularity.

In , Coca-Cola joined the market and the three companies competed intensely. When they realized they were losing popularity among teenagers and young adults because more people preferred Pepsi to Coke, they began to increase advertising for Thums Up to compete with Pepsi. Thums Up still had about a third of the market share. As Coca-Cola increased advertising for Thums Up, they focused on targeting middle-aged people more than young adults.

They established the soft drink as a stronger and more powerful beverage than Coke or Pepsi. And even though Coca-Cola Co. 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. The absence of Coke there was no Pepsi at that time created a vacuum in the market which Parle took advantage of. But as we all know the script played out differently," says Samit Sinha, brand expert and managing partner, Alchemist Brand Consulting. To be sure, Thums Up never tried to become a Coca-Cola clone, either in taste or in name.

That is not all. An entire generation grew up on Thums Up in the absence of Coca-Cola. But Parle quickly realized that it could not fight Pepsi and its deep pockets on a generic, undifferentiated platform.

Wisely, it switched to a campaign that highlighted its distinct taste with the enduring line Taste The Thunder. In terms of advertising, Thums Up stayed ahead of its time.