Chauhan sold off Thums Up rather desperately
In the 1970s, the Coca Cola Company decided to abandon operations in India. To capitalise on the growing market, the then Parle brothers, Ramesh Chauhan and Prakash Chauhan, rolled out Thums Up, Limca and Gold Spot. Thums Up enjoyed a monopoly, overshadowing other players. Pepsi and Coke reentered in the 1990s but found it tough to compete with Thums Up (40% market share). Both offered to take over Thums Up. Fund constraint was a major hindrance for the Chauhans and then there was the challenge of creating a wide network to compete with the MNCs. Affirms Ramesh Chauhan to B&E, “It was difficult to create the franchise model required in the carbonated drinks business. And I had no other option.” Finally in 1993, Thums Up was sold to Coke for a mere $60 million. Coca Cola later acquired Limca too, and used these brands quite effectively to corner Pepsi.
In the 1970s, the Coca Cola Company decided to abandon operations in India. To capitalise on the growing market, the then Parle brothers, Ramesh Chauhan and Prakash Chauhan, rolled out Thums Up, Limca and Gold Spot. Thums Up enjoyed a monopoly, overshadowing other players. Pepsi and Coke reentered in the 1990s but found it tough to compete with Thums Up (40% market share). Both offered to take over Thums Up. Fund constraint was a major hindrance for the Chauhans and then there was the challenge of creating a wide network to compete with the MNCs. Affirms Ramesh Chauhan to B&E, “It was difficult to create the franchise model required in the carbonated drinks business. And I had no other option.” Finally in 1993, Thums Up was sold to Coke for a mere $60 million. Coca Cola later acquired Limca too, and used these brands quite effectively to corner Pepsi.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face
IIPM – FLP (Flexi Learning Program)
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face
IIPM – FLP (Flexi Learning Program)
