Thums Up, the largest selling carbonated beverage brand in India with annual sales of Rs. 17 billion, is all set to go international.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Sold only in India till now, Thums Up is one of the top 10 largest selling brands in Coca-Cola’s global portfolio. Most other brands in Coca-Cola’s portfolio are sold in about 200 countries worldwide.
The Coca-Cola Company is all set to take the brand to the South Asian market within the next three months. Asians will get to taste the thunder which Indian consumers are familiar with.
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. Its tag line says, “Thums Up, I Want My Thunder.”
Beverages constitute a mere three percent of the total commercial beverages including tea, coffee, packaged water. Carbonated beverages business is Rs.50 billion business in India.
At present, Coca Cola has a market share of 60 percent in India and it has been coming out with new initiatives to expand its market share. Initially the focus is to have an increasing presence in the fruit drinks market through ‘Maaza’ and tea and coffee market through ‘Georgia’ brands.