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In 1991, a foreign giant named Coca-Cola suddenly enters India, and directly attacks India’s king of cola and his baby, ThumsUp.

He watches helplessly as Coke plays an evil move, forcing him to sell ThumsUp to them and leaving him in tears.

But why did Indians refuse to give up on ThumsUp, forcing the global giant to bring it back and accept that it will always be number 2 in India?

This is the story of the desi cola that beat the world’s powerful cola brand.

#food #business #casestudy


Chapters:
00:00 - Intro
01:03 - 1956 - Coca-Cola Arrives In India
03:14 - Thums Up Is Born
05:54 - 1991 - India Hits Back
08:21 - The Indian Cola War Begins
09:08 - Check-Mate: Coke's Unexpected Move
10:44 - Thums Up Refuses To Die