Thums Up

Thums Up is a brand of cola. It was introduced in 1977 to offset the withdrawal of The Coca-Cola Company from India. The brand was later bought by Coca-Cola who re-launched it in order to compete against Pepsi to capture the market.

As of February 2012, Thums Up is the leader in the cola segment in India, commanding approximately 42% market share and an overall 15% market share in the Indian aerated waters market. In 2018, Coca-Cola announced they will launch Thums Up in Bangladesh, Pakistan, Sri Lanka and Nepal. In 2021, the company became a billion-dollar brand in India.