Coca-Cola bought the carbonated cola Thums Up in 1993

Coca-Cola bought the carbonated cola Thums Up in 1993

The Coca-Cola Co is hoping a regional cola brand it bought in the early 1990s will become its first US$1bn Indian brand as it expands distribution in South Asia.

Thums Up entered the Coca-Cola portfolio in 1993 when the company bought it from Mumbai-based Parle, which first launched it in 1977. Now, Coca-Cola is rolling it out in markets including Bangladesh and Nepal, and hopes are high that it will break the landmark US$1bn barrier by 2020.

Thums Up will "transcend boundaries" with the new launch, expected to take place in the Summer, Coca-Cola India said this week. 

Last month, the unit also announced a first variant for Thums Up - Thums Up Charged - to celebrate the brand's 40th anniversary. New campaign #TakeCharge, featuring Bollywood actor and Thums Up brand ambassador Ranveer Singh, was also launched to mark the occasion. 

In December, Coca-Cola India launched a premium extension under its Maaza mango juice brand. Maaza Gold is described by the firm as "thicker and smoother".

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Carbonates (Soft drinks) Market in India - Outlook to 2021: Market Size, Growth and Forecast Analytics

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Carbonates (Soft drinks) Market in India - Outlook to 2021: Market Size, Growth and Forecast Analytics is a broad level market review of Carbonates market in India....read more