The Evolution of Cola in India

The Indian soft drink market, valued at around $5 billion, has historically been dominated by Coca-Cola and Pepsi. These brands first entered the Indian landscape in the mid-20th century, quickly appealing to the growing urban middle class. However, significant changes occurred in the 1970s when Coca-Cola exited due to regulatory pressures, leading to the rise of local brands like Thumbs Up. The return of foreign brands in the 1990s sparked intense competition, characterized by aggressive marketing tactics aimed at capturing the allegiance of Indian consumers, particularly through celebrity endorsements.