Thums Up: The Cola Wars | 1

Brand Excavations

1977, India: New economic reforms kick out the mammoth Coca Cola from India and Parle grabs this tremendous opportunity to come out with its distinctly Indian cola - Thums Up. Its unique taste takes the Indian market by a storm and pushes aside the mediocre local brands. Cut to 1991, Coca Cola comes back crashing in to reclaim its lost glory, and along with Pepsi, they start to crush the local underdog. How will the homegrown cola fight these global giants?

Brand Excavations is a podcast where we unearth the dramatic and real stories behind India’s most iconic brands. Find out how these companies have revolutionized what you buy and how you live!

Brought to you by Bound, a company that helps you grow through stories. Follow us @boundindia on all social platforms for updates on this podcast or take a look at their other podcasts.

In collaboration with Shruti Taneja, a marketing professional and an entrepreneur who is building Stumble, India’s first search engine to discover modern consumer brands and Paired, a matchmaking platform to optimize partnership marketing. Follow her on LinkedIn.

Produced by Aishwarya Javalgekar

Editing and soundtrack by Aditya Arya

Narration by Tavish Bhattacharya

Artwork by Artisto Designz

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