Coca-Cola India to make Thums Up $1bn beverage brand

Coca-Cola India (CCI) plans to make ThumsUp its first home-grown billion-dollar beverage brand over the next two years.

The beverage firm expanded the brand by launching new variant Thums Up Charged.

CCI will be continuing with the same Toofani image for Thums Up Charged.

Coca-Cola India and South West Asia marketing vice-president Vijay Parasuraman said: “Thums Up believes in a unique expression of masculinity that challenges us to believe that heroism is a choice.

“By personifying this, the brand has become a metaphor for uncompromising attitude and unshakeable self-belief, which inspires each of us to unleash our inner potential. This belief is crucial to Thums Up as it enables the brand to inspire millions of Indians and make them look up to Thums Up as an icon of masculinity.

“The launch of Thums Up Charged takes this iconicity to the next level and will help accelerate the journey to becoming the first home-grown billion-dollar beverage brand.”

Thums Up Charged will be available in different packaging formats including 180ml, 200ml, 300ml, and 330ml cans, as well as 250ml, 400ml, and 500ml polyethylene terephthalate (PET) bottles.

The soft drink maker and its bottlers will continue to enhance its distribution network and increase manufacturing capacity to improve the sales of Thums Up by 2020.