Thums Up becomes a billion-dollar brand in India

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Soft drink brand Thums Up has become a billion-dollar brand in 2021, said global soft drinks major The Coca-Cola Company - which owns the brand.

"Our local Thums Up brand became a USD one billion brand in India, driven by focussed marketing and execution plans," said The Coca-Cola Company Chairman and CEO James Quincey on during a post earnings call.

This is the first home-grown Indian beverage brand, scaling to billion dollar sales and is one of the leading players in the aerated drinks market in the country.

In the Asia Pacific Market, under which India falls, Coca-Cola's Unit case volume grew 11 percent resulting in a low single digit increase, compared to 2019.

On February 10, the Coca-Cola Company reported a growth of 17 percent in its net revenue to USD 38.7 billion, and organic revenues grew 16 percent. "This performance was driven by 9 percent growth in concentrate sales and 6 percent growth in price/mix," it added.

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The growth was driven by China, India and the Philippines, partially offset by pressure in Australia due to the impact of the pandemic. It was led by Trademark Coca-Cola and sparkling flavours, according to Coca Cola.

In the fourth quarter, Coca Cola's initiatives in India - including marketing campaigns around occasions by leveraging festivals, drove a sequential increase in market share and nearly 30 percent growth in transactions for the quarter.

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In 1993, The Coca Cola Company re-entered the Indian market. Thums Up was acquired by the company from Ramesh Chauhan of Parle Bisleri. Coca-Cola had then bought the entire portfolio of aerated drinks from the Chauhan brothers - which also included Gold Spot and Limca.

Thums Up was launched almost 45 years ago in 1977, after Coca-Cola left the Indian market after the-then government had directed it to reduce the ownership stake of its Indian operation.

[With inputs from PTI]