Coca-Cola India will launch its best-selling cola brand Thums Up in Bangladesh, Nepal, Bhutan and Sri Lanka this summer.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Last November, Coca-Cola India announced it aims to make the beverage a $1 billion brand in the next two years.
The company and its bottlers will invest to boost customer loyalty, launch new packs, expand distribution and increase manufacturing capacity in a bid to reach the landmark by 2020.
Coca-Cola India and Southwest Asia president T. Krishnakumar said: “Coca-Cola India is accelerating forward towards becoming a total beverage company by broadening its product portfolio and entering new product categories in India.
“We are taking key steps towards making India the fifth-largest market for Coca-Cola Company globally by giving the consumers more beverage choices. The launch of Thums Up in SWA market is a key milestone towards speeding the brand’s journey to become the first home-grown $1 billion beverage brand.”
Coca-Cola India recently launched Thums Up Charged, as it celebrated 40 years of Thums Up in India, alongside a series of consumer-led engagement campaigns along with campaigns with its brand ambassadors through digital, social, traditional, and outdoor media channels.
Last year, Coca-Cola India announced it would invest $1.7 billion in the country over the next five years as it creates a range of region-specific juice variants made from fruits native to the country.
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