In 1885, an American pharmacist came up with a concoction, claimed to cure headaches, impotence and morphine addiction. This medicine was later named ‘coca-cola’. And became a rage and still is around the world.
3 decades later in 1916, during British India, in a remote south India town of Virudunagar, A business man decided to produce cola and came up with Bovonto. It is to be noted that few decades back there were locally made drinks available at in respective regions of India ( Banta – Delhi, Pallonji – Mumbai, Sosyo – Gujarat).
Coming back to the south, This drink started in 1916 under the kalimark trade somehow managed to stay low profile and survive till date. But why is it struggling? The root cause is always money. All these drinks said above just like Bovonto were doing fine, because they were the only ones available, and were loved by the people of those times, but times change and so do people. Soon the big MNC giants stepped in. Backed by a global market, and international investment, Coca-Cola entered India in 1956, distributed by a company called pure drinks which also produced Campa-cola. As the brainwashed Indians we are, to believe everything western is far better than those produced locally, we welcomed them with open hands and soon except for some towns and villages, Bovonto soon lost market.
Now in 1974 when Indira Ghandhi was the PM, the Indian Foreign Exchange act was implemented. Let us not go into details, but the coca- cola company clearly did not want to abide by the act and left the country.
Sensing the void left by Coca-Cola, Parle in 1977 introduced Thums-up, along with their already favourite Limca and Gold-spot. During that time Thums-up was almost a monopoly surpassing sales of even Campa-cola.
By 1988, Pepsico was allowed to enter India, there was opposition from local manufacturers, but Pepsico, made a deal not to sell drinks locally but only manufacture and export. This was good because it helped India’s export income. They also produced snacks for the local market, for which raw goods were purchased from local farmers, which they were happy about.
Now In 1993, Coca-cola re entered India with a massive brand campaign, I still remember gaping at their commercials, with almost a sense of pride, “the drink that NRI kids drink is here at last, India is becoming global, nothing can stop us”.
And by 1997, Coca-Cola company bought parle's drinks company and owned thums up and Limca.
Soon Pepsi got rights to sell in India and both Coca cola and Pepsi hit two soft spots of Indians – Cricket and movies, From the 90s till date, it is impossible to see these brands not associated with cricket or movies. Both coke and pepsi were major sponsors for almost all cricket matches. Obviously, the kids and teens, would follow their icons.
So to face the truth, it may not be possible to wipe out these guys from our country, yes we can boycott these products, but they will still stay on as major sponsors, which events like cricket need.
What patriotic consumers can do: Buy kalimark related products, (I am not familiar with this) but if possible invest in shares of the company, may not be a great return but would be helping the company overall (share market helps in expanding business, but there is always the risk of a foreign investor holding the larger share, and our beloved brands could become someone else’s- remember Camlin?)
What the company can do: conduct factory tour for kids; invite common people for factory tours. Assure people that they genuinely manufacture food grade, hygienic products. Contract with local chains like thalapakatti, atif etc. To sell only their drinks.
All said and done regardless of who manufactures soft drinks, consumed in large quantities they are harmful to us, so moderation is the word, whether it is Coke, Pepsi or Bovonto. And we need to be aware that even if it is local manufacturers, they need water from somewhere and our rivers are not getting any fuller.
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