Double Seven (soft drink)

Double Seven was an Indian soft drink brand. It was manufactured and marketed by the Indian government after Coca-Cola quit the Indian market in 1977 due to changes in government policies.[1][2][3][4] Double Seven was launched at the annual trade fair at Pragati Maidan, New Delhi as a gift by the then ruling Janata Party.[5]

Double Seven
TypeCola
ManufacturerModern Food Industries
Country of originIndia
Introduced1977
DiscontinuedYes
FlavourCola
VariantsDouble Seven Tingle (Lemon-lime flavoured)
Related productsThums Up, Campa Cola.

In 1977, the Morarji Desai government Coca-Cola had to reduce its ownership stake of its Indian operation per the provisions of the Foreign Exchange Regulation Act. Coca-Cola along with other United States companies chose to leave India than operate under the new laws. [6][7][8]

Developed to fill the void left by Coca-Cola, Double Seven was quickly designed, named by a national competition for naming the product, manufactured and marketed by Modern Food Industries, a government-owned company.[9][10] The formula for the concentrate of Double Seven was developed at Central Food Technological Research Institute, Mysore. Despite government backing, Double Seven could not dominate the Indian soft drinks market, however the program was very successful as the void left by Coca-Cola was filled.[11] The main competitors to Double Seven were Campa Cola, Thums Up, Duke's, McDowell's Crush and Double Cola.[12] Double Seven also had a Lemon-lime flavoured soft drink known as Double Seven Tingle.[13]

Double Seven, was the winning name in a national competition to name the drink designed to fill the void left by Coca Cola. The drink lost share of market as Indira Gandhi's Govt. that came to power a few years later was not interested in supporting a product which reminded them of 1977, the year that Indira Gandhi lost the national elections and other drinks like Thumbs Up became very popular.[5] Modern Food Industries gradually slipped into the red and was taken over by Hindustan Lever Limited in January 2000.[14]

Thums Up, which was also launched in 1977 after the departure of Coca-Cola, continued to thrive until its eventual takeover by Coca-Cola.[3]

See also

References

  1. "Waning days of an Indian soda pop". The New York Times. 23 February 2009. Retrieved 16 September 2013.
  2. India 50: The Making of a Nation (1997), EIndia 50: The Making of a Nation, Ayaz Memon and Book Quest Publishers, p. 145, ISBN 81-8602-506-5, ISBN 8186025065
  3. "How Thums Up became the ruling cola of India". Mercury Brief. 18 October 2009. Retrieved 16 September 2013.
  4. "History". Coca-Cola India. Archived from the original on 21 September 2013. Retrieved 17 September 2013.
  5. Sunil Lala (1998), American Khichdi, Macmillan Publishers India Limited, p. 25, ISBN 0230-63745-0, ISBN 0230637450
  6. The govt. of India simply asked companies to follow the law. There were never demands to hand over technology made, just that companies follow the law. The newspapers just passed their opinion like they do when they dislike something. A decade later American firms were handing over sensitive technologies to China. So this logic and mention is false.
  7. "Business: India May Swallow Coke". Time Magazine. 22 August 1977. Retrieved 17 September 2013.
  8. Mehul Srivastava (9 September 2010). "Coca-Cola Can't Speak Its Name in India as Pepsi Enters Hindi". Bloomberg. Retrieved 17 September 2013.
  9. Devendra Thakur (1998), Economic Reforms and Industrialisation: Textiles, dairy, cement and mica industries, Deep & Deep Publications, p. 242, ISBN 81-7100-855-0
  10. "MODERN FOOD INDUSTRIES (INDIA) LIMITED". Ministry of Food Processing Industries. Archived from the original on 12 July 2012. Retrieved 16 September 2013.
  11. Rajat K. Baisya (2008), Changing Face of Processed Food Industry in India, Ane Books Pvt Ltd, p. 142, ISBN 81-8052-166-4, ISBN 8180521664
  12. "The brand that refused to die". Business Today. 31 May 2009. Retrieved 16 September 2013.
  13. Manendra Mohan (1989), Advertising Management: Concepts and Cases, Tata McGraw-Hill Education, p. 130, ISBN 9780074517802, ISBN 0074517805
  14. "Brief Notes on Privatised Central Public Sector Enterprises (CPSEs)". Department of Disinvestment, Ministry of Finance. Archived from the original on 26 April 2012. Retrieved 5 Jan 2012.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.