Double Seven (soft drink): Difference between revisions

Latest revision as of 05:52, 16 February 2025

A historical Indian soft drink brand

Overview[edit]

A bottle of Double Seven Cola

Double Seven was a brand of soft drinks manufactured and marketed in India by the Indian government during the 1970s and 1980s. The brand was introduced as a response to the exit of Coca-Cola from the Indian market in 1977, following the government's demand for the company to disclose its formula and reduce its equity stake.

History[edit]

The Indian government launched Double Seven as part of its efforts to promote indigenous products and reduce dependency on foreign brands. The name "Double Seven" was chosen to commemorate the year 1977, which was significant due to the end of the Emergency and the subsequent political changes in the country.

Development and Launch[edit]

The development of Double Seven was spearheaded by the Ministry of Food Processing Industries, with the aim of creating a national alternative to popular international soft drinks. The brand initially offered a range of flavors, including cola, lemon, and orange.

Market Reception[edit]

Double Seven was well-received in the Indian market, particularly due to its patriotic appeal and competitive pricing. It became a popular choice among consumers who were looking for a locally-produced alternative to international brands.

Product Range[edit]

Double Seven offered a variety of flavors to cater to different consumer preferences. The most popular variant was the Double Seven Cola, which was marketed as a direct competitor to Coca-Cola and Pepsi. Other flavors included lemon, orange, and lime.

Decline and Legacy[edit]

The popularity of Double Seven began to decline in the late 1980s and early 1990s, as international brands re-entered the Indian market following economic liberalization. Despite its decline, Double Seven remains a significant part of India's industrial history, symbolizing a period of self-reliance and national pride.

Related pages[edit]

@@ Line 1: / Line 1: @@
-'''Double Seven''' was an Indian [[soft drink]] brand. It was manufactured and marketed by the Indian government after [[Coca-Cola]] quit the Indian market in 1977 due to changes in government policies. Double Seven was launched at the annual trade fair at [[Pragati Maidan]], New Delhi as a replacement for Coca-Cola.
+{{short description|A historical Indian soft drink brand}}
+{{Use dmy dates|date=October 2023}}
-== History ==
+==Overview==
-In 1977, the [[Morarji Desai]] government asked Coca-Cola to hand over the controlling stake of its operations to Indian nationals to continue its operations in India, which Coca-Cola refused to do. As a result, Coca-Cola was asked to leave the country and the government decided to create a new brand to fill the void. The brand was named Double Seven by the then ruling [[Janata Party]] after the year 1977 when it came to power defeating [[Indira Gandhi]]. The formulation for the drink was developed at the Central Food Technological Research Institute (CFTRI), [[Mysore]].
+[[File:Double_Seven_Cola.jpg|thumb|right|A bottle of Double Seven Cola]]
+'''Double Seven''' was a brand of [[soft drink]]s manufactured and marketed in [[India]] by the [[Indian government]] during the 1970s and 1980s. The brand was introduced as a response to the exit of [[Coca-Cola]] from the Indian market in 1977, following the government's demand for the company to disclose its formula and reduce its equity stake.
-== Production and Marketing ==
+==History==
-The production of Double Seven was undertaken by [[Modern Food Industries]], a government-owned company. Despite the government's efforts, Double Seven could not compete with [[Parle's]] Thums Up, Limca, and Gold Spot and eventually lost its market share. The brand was later marketed by [[Modern Food Industries]] which was later taken over by [[Hindustan Unilever]] (HUL) in January 2000.
+The [[Indian government]] launched Double Seven as part of its efforts to promote indigenous products and reduce dependency on foreign brands. The name "Double Seven" was chosen to commemorate the year 1977, which was significant due to the [[Emergency (India)|end of the Emergency]] and the subsequent political changes in the country.
-== Legacy ==
+===Development and Launch===
-Despite its failure, Double Seven is remembered as India's attempt to create a home-grown cola brand. The brand's failure is often attributed to poor marketing, lack of a strong distribution network, and the strong competition it faced from other Indian soft drink brands.
+The development of Double Seven was spearheaded by the [[Ministry of Food Processing Industries]], with the aim of creating a national alternative to popular international soft drinks. The brand initially offered a range of flavors, including [[cola]], [[lemon]], and [[orange]].
-== See also ==
+===Market Reception===
-* [[History of Coca-Cola]]
+Double Seven was well-received in the Indian market, particularly due to its patriotic appeal and competitive pricing. It became a popular choice among consumers who were looking for a locally-produced alternative to international brands.
-* [[Economy of India]]
-* [[List of defunct consumer brands]]
+==Product Range==
+Double Seven offered a variety of flavors to cater to different consumer preferences. The most popular variant was the [[Double Seven Cola]], which was marketed as a direct competitor to [[Coca-Cola]] and [[Pepsi]]. Other flavors included [[lemon]], [[orange]], and [[lime]].
+==Decline and Legacy==
+The popularity of Double Seven began to decline in the late 1980s and early 1990s, as international brands re-entered the Indian market following economic liberalization. Despite its decline, Double Seven remains a significant part of India's industrial history, symbolizing a period of self-reliance and national pride.
+==Related pages==
+* [[Coca-Cola in India]]
+* [[PepsiCo]]
+* [[Indian soft drink industry]]
+* [[Economic liberalization in India]]
-[[Category:Defunct brands]]
-[[Category:Indian drinks]]
 [[Category:Soft drinks]]
-{{India-stub}}
+[[Category:Indian brands]]
-{{drink-stub}}
+[[Category:Products introduced in 1977]]