Coca-Cola's quest for next billion dollar brand

Coca-Cola India had acquired Thums Up from Parle’s Ramesh Chauhan and Prakash Chauhan in the late nineties. The brand recently became a billion-dollar brand and Coca-Cola India is hoping that Thums Up in India would attain the similar iconic status that Coke enjoys globally. “We want Thums Up to take a cultural icon position in India. It will cater to the small town aspirations of India,” says Sanket Ray, president (India and Southwest Asia), The Coca-Cola Company.

Ray expects Thums Up to add another billion dollars of revenue in the next two years. “It doesn’t mean that the game will be between Thums Up and Coke. Thums Up has its own unique set of consumers and so does Coke.”