Double Seven, which was first launched in 1977 at the trade fair at Pragati Maidan. Coke had to move out of India due to the policy change by the Janata Party government. After which the government launched a soft drink named Double Seven in the market.
Campa Cola The announcement of the re-launch of the ‘Great Indian Taste’ has brought back memories of its ‘Great Indian Taste’. Campa Cola used to be the soft drink market leader in the 1970s, but the entry of foreign players like Pepsi and Coca-Cola caused a lot of damage. However, before the collapse of Campa Cola, it was giving tough competition to the government soft drink. The name of this government soft drink was ‘Double Seven’.
Double Seven, which was first launched in 1977 at the trade fair held at Pragati Maidan. Coke had to move out of India due to the policy change by the Janata Party government. After which the government launched a soft drink named Double Seven in the market. As per the new policy, all market players had to partner with an Indian unit. According to the India Times report, Coca-Cola decided to exit the market to avoid the condition of sharing its secret recipe with any other company.
The Janata government killed two birds with one stone.
To fill the void created due to the exit from the market of Coca-Cola and to provide employment to the unemployed people, the Government of India decided to launch its cola brand. The Janata government saw this as an opportunity to celebrate the end of the Emergency imposed by Indira Gandhi. That’s why launched a government cold drink named ‘Double 7’. However, in the presence of existing players like Campa Cola and Thums Up, the performance of Double 7 was not much. Moreover, the fall of the Janata government and the return of Indira Gandhi to power proved to be the last nail in the coffin for Double 7.
How did Campa Cola emerge?
Till the liberalization of the market, Campa Cola dominated the Indian consumers. The soft drink was created in the 1970s by the Pure Drinks Group. Earlier Pure Drinks used to make Coca-Cola together with Coke. The drink originated in 1949, but after the exit of Coke from the market in the 1970s, Pure Drinks along with Campa Beverages Pvt Ltd launched ‘Campa Cola’ during the absence of foreign players. The brand’s slogan ‘The Great Indian Taste’ became extremely popular and gave a message of nationalism. The brand flourished during that time but began to fade in the 1990s. Its offices and bottling plant in Delhi were closed in 2000–2001, and the company continued to manufacture a handful of bottles under the brand in Haryana.
Will give tough competition to Coke-Pepsi
The acquisition of soft drinks by Reliance Retail Ventures has given another chance for the cold drink to compete against its old rival Coca-Cola and other brands again with a stronger backing. There is another reason for that too. Ever since the Modi government came to power in the country, words like nationalism have again gained emphasis. Due to slogans like Make in India, efforts have been made to bring many indigenous products back on track. In such a situation, this step of Reliance may cause problems for companies like Coke and PepsiCo.
Source: www.tv9hindi.com
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