WHO STOLE MY THUNDER? : IIPM

IIPM BUSINESS AND ECONOMY
The Swadeshi movement gained renewed fervour in the late 1980s and early 1990s. There was a widespread fear that if foreign companies were given more freedom with the onset of liberalization, they would certainly destroy Indian companies, resulting in job losses, plant shutdowns and general political and economic turmoil.

One development that gave further impetus to this fear was the sale of Thums Up by Ramesh Chauhan to Coke in 1993. The cola giant who had been kicked out of India in the 1970s made its comeback in the 1990s to find a competitive cola market led by Thums Up, a product of Parle. Coca Cola realised through research that Thums Up, being firmly and favourably entrenched in the Indian customer psyche could not be killed so easily. So it decided to buy Thums Up and Chauhan, in apparent fear of being stomped out by the MNCs, decided to sell off its brands Thums Up, Gold Spot and Limca to Coca Cola. Thums Up remains an integral part of Coca Cola’s portfolio and is used by it as a counter to Pepsi. In retrospect, one could only add that Chauhan’s decision was a bit hasty.

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Source :- IIPM Editorial, 2006

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