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Thums Up

Thums Up is a cola flavored carbonated soft drink very popular in India. Though it was originally produced by the Parle brand, it was later taken over by Coca- cola and is now an important part of the company's line of products along with its flagship drink, Coke.

Even though it not claimed by the Parle company, thums up is basically a cola drink although its taste is much stronger than Coke or Pepsi. It also has more carbon dioxide content in it.

After the american cola giant Coca-Cola was asked to leave the country by the Indian government, the Parle brothers, Ramesh Chauvan and Rajesh Chauvan, saw an opportunity and came up with Thums Up as their flagship drink along with Limca and Gold Spot. It was immediately a huge success. Its main competitor was campa cola which was launched by Pure Drinks Ltd., the company which bottled and distributed coca cola earlier. In the absence of foreign competition, the Thums Up brand became an icon in the Indian soft drink market. It was one of the major advertisers throughout the 80’s specially in cricket.

In 1993 Coca-Cola re-entered India after a huge gap of 16 years. As the market became a huge battle ground of the two multinationals coca cola and pepsi, parle decided to leave the race. They sold out to Coke for US$ 60 million. Coca cola tried to kill the thums up brand and introduced the coke brand gradually reducing the production of Thums Up. Soon it became apparent to the coca cola management that Thums Up was an iconic figure in India and they stand to loose market share if Thums Up was withdrawn. As a result, Thums Up brand was re-launched.

Due to its strong taste, it was launched as a manly drink attacking Pepsi. "Taste the Thunder" and "Grow up to Thums Up" are some common punch lines associated with Thums Up. It is also a popular cocktail medium specially for whiskey and rum based cocktails.

Most Popular Snacks

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Dal moth is a spicy and crispy snack made from gram flour, asafoetida, turmeric powder, chili powder, moong, sugar, amchur, oil and salt. Its delicious and is popular as an anytime snack or serves as a very good tea snack. [See Recipe]

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