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Both these conditions were unacceptable to Coca-Cola. Hence it withdrew from India in 1977. The field thereafter was left wide open for Indian soft drinks manufacturers. They exploited this bonanza to the hilt. Parle Industries, led by Ramesh Chauhan, made great headway and captured a market share of more than 60 per cent. The profits derived were very healthy indeed. Parley Industries had a formidable array of brands which became very powerful in the Indian market: Thums Up (cola drink), Gold Spot (orange), Limca (clouded lemon), Citra (clear lemon), Maaza (mango flavoured, non-carbonated soft drink or NCSD) and Frooti (mango flavoured NCSD in tetrapacks). Besides Parle, there was Pure Drinks Ltd., owned by Charanjit Singh, which was the main bottler for Coca-Cola before its withdrawal. It launched its own brand, Campa Cola, in cola flavor and some other brands in other flavors like Campa Orange. Pure Drinks captured about 20 per cent of the soft drinks market in the 1980s, but declined subsequently because of its inability to withstand competition mainly from Parle, and later, Pepsi (which returned to India, see later in the case). Besides Parle and Pure Drinks, there were several other smaller operators such as Duke’s and Spencer but they never really made any major inroads into Chauhan’s empire.
In 1956, Pepsi Co. introduced its aerated soft drinks in India but the efforts in