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Exit of Cocacola and Entry of Pepsi in the Indian Market

Right after Coca Cola left the Indian market due to difficulties with Indian Government, theIndian Government decided to start off a nearby brand to meet the demand for soft drinks in the country. Pure drinks group was started by Padma Sri late Sardar Mohan Singh in 1942, and in 1950 they began bottling Coca- Cola across India. In 1978, when Coca Cola left India, they began bottling their personal brand“Campa Cola”. Thums Up was introduced in 1977 to offset the expulsion of The Coca-Cola Business from India. The Parle brothers, Ramesh Chauhan and Prakash Chauhan, along with Bhanu Vakil, launched Thums Up as their flagship drink, adding to their portfolio of older brands Limca (lime flavour) and Gold Spot (orange flavour). Thums Up enjoyed a close to monopoly with a a lot stronger market share, typically overshadowing domestic rivals like Campa Cola, Double Seven, Dukes and United Breweries Group’s McDowell’s Crush. According to statistics Parle’s Thums Up industry share kept increasing since 1983 (43%) to 1990 (70%), even though its chief rivals share had been declining.


Pepsico saw the opportunity to enter the Indian industry after Coca- Cola departed. In their first try in 1985, Pepsico tried to join hands with a single of India’s leading company home, the R P Goenka group, to commence operations in the country. They put forward a deal to promote the improvement and export of Indian agro- based items, and in turn get permission from central government to import cola concentrate and to sell a Pepsico brand. This request was rejected on the grounds that the import of concentrate could not be agreed to and the use of foreign names had been not allowed. In their second attempt in 1988, Pepsico put forward a really impressive provide. They promised to generate employment opportunities for about 50,000, make 75% of the total investments in food and agro processing, and bring sophisticated technologies and 50% of total create to be exported. PepsiCo gained entry to India in 1988 by generating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Restricted. This joint venture marketed and sold Lehar Pepsi till 1991, when the use of foreign brands was permitted PepsiCo purchased out its partners and ended the joint venture in 1994.

Pepsi’s Entry into India: A Lesson in Globalization


Convincing India that it needs Western junk has not been simple.

” 1 – A New Internationalist Magazine Write-up, commenting on Pepsi’s struggle to enter India, in August 1988.

A Letter to Pepsi

In 1988, the New York office of the President of the multi-billion cola organization PepsiCo received a letter from India. The organization had been attempting for some time to enter the Indian market – with no much success.

The letter was written by George Fernandes (Fernandes), the Common Secretary of one of the country’s top political parties, Janata Dal. He wrote, “I discovered that you are coming here. I am the one that threw Coca-Cola out, and we are soon going to come back into the government. If you come into the nation, you have to bear in mind that the exact same fate awaits you as Coca-Cola.

“2 This improvement did not seem to be a matter that could be ignored. PepsiCo’s arch-rival and the world’s number a single cola organization, Coca-Cola, had indeed been forced to close operations and leave India in 1977 right after the Janata Dal came to energy.

3 Even in the late 1980s, India had a closed economy and government intervention in the corporate sector was fairly higher.

Nonetheless, multinational organizations such as PepsiCo had been eyeing the Indian market for a long time for a host of factors. As the main market place for PepsiCo, the US, seemed to be reaching saturation levels, the alternative to expand on a international scale seemed to have become inevitable for the organization.

India was a lucrative location considering that its vast population offered a massive, untapped customer base. During the late 1980s, the per capita consumption of soft drinks in India was only 3 bottles per annum as against 63 and 38 for Egypt and Thailand respectively. Even its neighbor Pakistan boasted of a per capita soft drink consumption of 13 bottles. PepsiCo was also encouraged by the reality that increasing urbanization had currently familiarized Indians with leading global brands. Given these situations, PepsiCo officials had been involved in hectic lobbying with the Indian government to acquire permission to commence operations in the country. Nevertheless, the business could not deny that numerous political parties and factions have been opposed to its entry into the country. It had therefore grow to be imperative for PepsiCo to come up with a package desirable adequate for the Indian government.

The Promises That Helped Pepsi Enter (Case Intro)

In Could 1985, PepsiCo had joined hands with a single of India’s leading business houses, the R P Goenka (RPG) group, to start operations in the country. The business, along with the RPG group organization Agro Item Export Ltd., planned to import the cola concentrate and sell soft drinks under the Pepsi label.

To make its proposal appealing to the Indian government, PepsiCo mentioned that the import of cola concentrate would primarily be in return for exporting juice concentrate from operations to be established in the north Indian state of Punjab. In its proposal submitted to the Ministry of Industrial Improvement, organization sources stated that the objectives of PepsiCo’s entry into India revolved around “promoting and establishing the export of Indian agro-primarily based merchandise and introducing and creating PepsiCo’s merchandise in the country.” However, the government rejected this proposal mostly on two grounds: one, the government did not accept the clause relating to the import of the cola concentrate and, two, the use of a foreign brand name (Pepsi) was not allowed as per the regulatory framework.

The association with the RPG group also ended at this juncture. Not prepared to sit quietly on the issue, PepsiCo put forward an additional proposal to the government a few months later.


The organization knew that the political and social problems4 that plagued Punjab have been an really sensitive issue for India in the 1980s. PepsiCo’s decision to hyperlink its entry with the improvement and welfare of the state was therefore a conscious one particular, aimed at winning the government more than. The truth that Punjab boasted a healthful agricultural sector (with excellent crop yields in the past) also played a role in PepsiCo’s decision. Reportedly, the new proposal gave a lot of emphasis to the effects of PepsiCo’s entry on agriculture and employment in Punjab. The firm claimed that it would play a central part in bringing about an agricultural revolution in the state and would create several employment opportunities. To make its proposal even more profitable, PepsiCo claimed that these new employment opportunities would tempt numerous of the terrorists to return to society…
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