Yes, Thums Up is an Indian brand, though it is now owned by The Coca-Cola Company. The brand was introduced in 1977 after Coca-Cola withdrew from India due to regulatory challenges. It was created as a local cola option, eventually rising to national prominence, and later bought by Coca-Cola to compete with Pepsi in India.
Thums Up Brand Details:
| Aspect | Details |
|---|---|
| Parent Company | The Coca-Cola Company (acquired in 1993) |
| Founded | 1977 by Ramesh Chauhan, Parle Agro |
| Headquarters | India |
| Specialization | Soft drinks, cola beverages |
| Target Audience | Primarily young and energetic consumers, especially males |
| Presence in India | Strong nationwide presence with significant market share |
History:
Thums Up was created in 1977 by the Chauhan brothers, owners of Parle Agro, after Coca-Cola exited India due to regulatory challenges. Parle was already known for its other beverages, including Limca and Gold Spot. With Thums Up, Ramesh Chauhan crafted a unique cola flavor that incorporated spices like cinnamon, cardamom, and nutmeg. It quickly became India’s most popular cola, even surpassing other local drinks like Campa Cola and McDowell’s Crush. By the 1980s, Thums Up had established a near-monopoly in the Indian cola market.
In 1993, when Coca-Cola re-entered India, it acquired Parle’s popular soft drink brands, including Thums Up, for $60 million. At the time of the acquisition, Thums Up commanded a market share of 85%.
Relaunch:
Post-acquisition, Coca-Cola initially reduced marketing and production for Thums Up to push its flagship cola, but quickly realized that Thums Up had a dedicated fanbase that would switch to Pepsi if it were discontinued. Hence, Coca-Cola repositioned Thums Up as a strong, masculine brand with aggressive marketing campaigns, including the famous “Grow up to Thums Up” slogan. This relaunch successfully revived the brand, particularly among consumers aged 30-40, and helped it maintain a dominant position in the Indian market.
Current Status:
As of today, Thums Up remains one of the most iconic cola brands in India. It continues to be a significant player in the soft drink market, particularly in the cola segment, competing directly with Pepsi. In 2021, it became a billion-dollar brand in India, signaling its ongoing popularity and strength.
Future Outlook:
With its strong brand equity and loyal customer base, Thums Up is poised to maintain its relevance in the Indian market. Coca-Cola’s continued focus on local advertising and distribution, alongside its expansion into neighboring countries like Bangladesh and Sri Lanka, will likely help Thums Up grow further. However, the increasing shift towards healthier beverages presents both challenges and opportunities for the brand as it adapts to changing consumer preferences.
Thums Up, despite being acquired by The Coca-Cola Company, retains its status as an iconic Indian brand. Originally created to fill the gap left by Coca-Cola’s exit, it has gone on to become a billion-dollar brand, appealing to generations of Indian consumers with its bold, unique flavor and strong marketing strategies.
