Last week, Coca-Cola Co.’s Indian unit celebrated 40 years of its carbonated beverage brand Thums Up, which has annual sales of Rs5,000 crore. Wisely, it switched to a campaign that highlighted its distinct taste with the enduring line Taste The Thunder. Little surprise then that in Andhra Pradesh and Telangana (states known for spicy cuisine) it has a whopping 65-70% market share,” he says. With the launch of Thums Up Charged, a caffeinated drink and first-ever brand extension for Thums Up, the company hopes to augment its market share and revenue from the brand. Clearly, the company is banking on Thums Up Charged and regular Thums Up—with women comprising 35% of its consumers—to reach the $1 billion mark in annual sales.

Source: Mint November 29, 2017 19:41 UTC