This is a case about how a native Indian cola brand, Thums Up, became India’s first billion USD beverage brand, in a time when COVID-19 tore through the carbonated beverage industry. More importantly, ...

Expected to touch this milestone in 2024. For the beverages major, Thums Up and Sprite are the latest to have achieved the billion-dollar brand mark. This year, Coca-Cola Company-owned Thums Up ...