History & Marketing Strategies of Thums Up Brand

Taste the Thunder
Company Name – Thums Up
Founder – Ramesh Chauhan

Thums Up is one of the most well-known brands of cola in India with a red thumbs up in logo! It was acquainted in 1977 with counterbalance the withdrawal of The Coca-Cola Company from India. The brand was later purchased by Coca-Cola who re-propelled it so as to go up against Pepsi. 

As of February 2012, Thums Up was the pioneer in the cola portion in India, instructing around 42% piece of the overall industry and a generally speaking 15% piece of the pie in the Indian circulated air through waters showcase. Thus, Thums Up set their first milestone in the market of Indian Cola industry. Thereafter, the rest is history.

How It All Started 

Thums Up was made in 1977, after the American organization, Coca-Cola pulled back from India, because of controls expecting it to reveal its equation and pitch 60% of its value to an Indian organization under an administration plan for outside claimed organizations to impart stakes to household partners. Brothers Ramesh and Prakash Chauhan got together with Bhanu Vakil to present the delicate drink.

The Chauhan siblings possessed a piece of the Parle organization and as of now had two different brands of soft drink, Limca and Gold Spot, which were well known in India at the time. 

In 1991, after the opening of the market to multinationals in India, Pepsi was the first who entered the Industry. Thums Up and Pepsi along these lines occupied with a substantial challenge for supports. Pepsi spokespersons included real Indian film stars like Juhi Chawla while Thums Up expanded its spending on cricket sponsorship. Thums Up additionally presented a bigger 300 ml bottle, marked “Maha Cola”.

This epithet picked up fame in little towns where individuals would request “Maha Cola” rather than Thums Up. Thus, later in 1993, when Coca-Cola Company bought Parle with $60 million, the market share of Thums Up became 85% in India. According to Coca-Cola India, Thums Up contains acidity regulator, Sugar, caffeine, natural colour, added flavour along with carbonated water.


In spite of its solid in general value, the brand was losing its fame among the central cola-drinking age gathering of 12-to 25-year-olds, incompletely because of an absence of promoting. At first, Coca-Cola cut promoting and creation for Thums Up to drive clients to their leader image, yet before long understood that Thums Up clients would swing to Pepsi rather than Coke, were Thums Up pulled back from the market. 

Rather, Coke chose to utilize Thums Up as an opponent brand to Pepsi. The company is so much determined about maintaining their market and product quality that Thums Up was ranked among the top trusted brands of India according to the brand trusted report of 2012, 2013 and even 2014. 

Thums up Marketing Strategy and Interesting Behind its Success!

Early Disruptor: Ramesh had built up the equation without any preparation, exploring different avenues regarding fixings, for example, cinnamon, cardamom, and nutmeg. The organization additionally needed the beverage to be bubbly, notwithstanding when it was not super cold, so it could be sold by merchants. 

Success: Thums Up transformed into a moment achievement, the NCR district was an extreme market to split, particularly because of the escalated challenge from Campa Cola which had not just firmly settled itself in the NCR locale, yet had even started to try different things with value slices to dodge its clients from influencing towards Thums Up. Subsequently, he solicited his showcasing group to think from a methodology which could be practically unthinkable for Campa Cola to imitate. Accordingly, his group thought of presenting a bigger container at a similar cost and called it “Maha Cola”.

Awards and Recognition: As per the Brand Trust Report 2012 distributed by Trust Research Advisory, a brand examination organization, Thums Up was situated 140th among India’s most confided in brands. Hence, in Brand Trust Report 2013, Thums Up was positioned 170th among the most confided in brands in India while as per the Brand Trust Report 2014, Thums Up was raised to the 66th position among India’s most confided in brands.

Popular Culture: A crest in the Manmad Hills has turned out to be famously known as the “Thums Up Mountain” or the “Thums Up Pahaar” (in Hindi), since it has a characteristic best like the “Thums Up” logo and is a well-known sight from trains. Thums Up shows up in the book Eat, Pray, Love and its 2010 film adjustment.


Thums Up Campaigns

It has been actually a long time since Thums Up was propelled by Parle Group in 1977 and later procured by Coca-Cola in 1993. Not long after its dispatch, Thums Up appreciated a close imposing business model with a lot more grounded piece of the pie, regularly eclipsing residential adversaries.

It was additionally one of the significant promoters all through the 1980s. At present India is the 6th biggest market for Coca Cola all around and Thums Up has played a key improvement in this development. 

The forceful advertising efforts appear to have satisfied. Presently Thums Up alone has a market capitalization of Rs 5000 crore. Taking a gander at the guarantee that Thums Up has conveyed, its parent organization Coca Cola is hoping to hit the billion dollar check in the following couple of years.



Propelled in India by Parle Agro Pvt. Ltd., it is presently claimed by Coca-Cola. Until leaving India in 1977, Coca Cola was the country’s driving soda. It was around that time that the Chauhan siblings propelled Thums Up, Parle’s leader cola drink. The “Extreme Man’s Cola” rapidly proceeded to wind up an across the country achievement, ruling littler players like Campa Cola, Double Seven, and Double Cola for over 10 years. Yet, such changed in 1993 – for that was when Coca Cola re-appeared the Indian market and Pepsi propelled here as well. 

Prior to the logo of Thums Up was a red ‘thumbs up’ motion of hand with uneven white sans-serif typography. This would later be custom-made and adjusted by Coca-Cola with giving some blue strokes and a progressively advance and current style. The primary thought process behind changing the logo was to diminish the predominance of red shading in the signage.

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