Latest news with #RameshChauhan
India.com
16 hours ago
- Business
- India.com
Meet man, an indian, who invented formula for ‘Limca', waited 7 years to start factory, but later sold it to…, now its Rs 28000000000 brand, he is…
Ramesh Chauhan (L) created Limca in 1970. (File) The Coca-Cola Company owns many soft drink brands, but one of its brands is Indian-inspired Limca. The company recently announced that Limca has become a Rs 2,800 crore brand. Though it is now sold under the banner of Coca-Cola, Limca was originally made by an Indian entrepreneur. Around 55 years ago, the formula for this lemon flavor drink was discovered. But it took seven years for its actual production due to the economic challenges and also the Emergency in India. Limca's Birth In 1970 India had cola and other soft drinks, but there was a demand for beverages which can suit the Indian climate. Limca was introduced during this time in 1970. Lemon water was a favorite among Indians during the summers, and inspired by Ramesh Chauhan, the maker of the Bisleri brand, developed the Limca formula. Ramesh Chauhan made Limca in 1970 but its production was delayed as the Indian government declared an Emergency. So almost in 1977 that Limca started manufacturing the drink. It was considered a refreshing and energizing tasty drink so it became popular. It was sold in both plastic and glass bottles. Earlier it was owned by Parle Agro but later sold to Coca-Cola in 1993 after India's liberalization and globalization in 1992. After which Limca remained under Coca-Cola's ownership and became Rs 2,800 crore brand by 2024. Limca's marketing helped the company to grow a lot. Its first tagline 'Limit Toh Lagao' became popular within a short span of time. The brand now uses the tagline 'Chadha Le Taazgi' to attract more customers.
India.com
6 days ago
- Business
- India.com
Limca becomes Rs 2800 crore brand; how Ramesh Chauhan turned a lemonade drink into India's favorite lime beverage
Ramesh Chauhan (L) created Limca in 1970. (File) 'When life gives you lemons, make lemonade,' nobody personifies this motivational idiom, both literally and metaphorically, than Ramesh Chauan– the man who created Limca, India's favorite lemony beverage, which has recently achieved a major milestone by becoming a brand worth Rs 2800 crore. Let us delve into the remarkable history of Limca and how an Indian entrepreneur turned a modest lemonade drink into the country's favourite lime beverage: How Ramesh Chauhan established Limca? In 1970, Ramesh Chauhan, the man famous for creating the popular bottled water brand 'Bisleri', stumbled upon the idea of creating a refreshing beverage that would be more suited to the Indian palate and climate, instead of other soft drinks such as colas which dominated the Indian market at the time. Chauhan realised that lemonade was the preferred drink in India during the blistering summers, and prepared a zingy lemonade formula that was uniquely Indian in taste and preparation. But even though Limca was first formulated in 1970, it took seven long years to enter production because emergency was imposed in the country in 1975. Ultimately, after the emergency was lifted in 1977, Limca entered factory production and was initially manufactured by Delhi-based Lima Limca Limited, who bottled the refreshing beverage in both glass and plastic bottles. Limca's unique marketing strategy Apart from its refreshing taste, the success of Limca is also attributed to its aggressive marketing strategy, which was targeted towards India's young population with catchy slogans like 'Limit to lagao', that inspired the youth to challenge their limitation in an era where India was emerging as regional economic power in South Asia. Since then, Limca has periodically changed its taglines, such as its current one 'Chadha le Taazgi', but every catchphrase is meant to convey the same message of freshness and zingy taste which Limca represents. How Coca-Cola acquired Limca? After the economic liberalization in 1992, global brands started pouring into the Indian market. This included the American beverage giant Coca-Cola, who received a rude shock when it realised that local beverage brands like Limca, Thums Up, and Gold Spot– all owned by Parle Agro's Ramesh Chauhan at the time– were outselling its products by a significant margin. However, instead of competing with these popular Indian brands, Coca-Cola decided to acquire them to expand its product portfolio in the country. According to market experts, the primary reason behind Coca-Cola purchase of Limca and other local beverage brands was to minimise competition. In 1993, Coca-Cola purchased Limca, and now the popular lime beverage has become a brand worth Rs 2800 crore, according to the company's filings.
India.com
7 days ago
- Business
- India.com
Limca becomes Rs 2800 crore brand; India's favorite lemony beverage was founded in..., now owned by...
Limca is now a Rs 2800 crore brand. (File) Limca, the country's favorite lemony beverage has achieved a major milestone by becoming a brand worth Rs 2800 crore. The refreshing lime-flavored soft drink is currently owned, manufactured and sold by global beverage giant Coca-Cola, but interestingly the Limca brand was started by an Indian firm and its unique zingy lime formula was created by an Indian entrepreneur. A brief history of Limca Around 55 years ago, Ramesh Chauhan, the man famous for creating the popular bottled water brand 'Bisleri', prepared a unique lemonade formula and named it Limca. At the time, there were several colas and other soft beverages in the Indian market, but Chauhan wanted to create something which was uniquely Indian in taste and preparation. He found that lemonade was the preferred drink in India during the blistering summers, and thus prepared a lemonade formula that was distinctive in its taste. Though Limca was first formulated in 1970, it took seven long years to enter production because Emergency was imposed in the country in 1975. Ultimately, after the Emergency was lifted in 1977, Limca entered factory production and was initially manufactured by Delhi-based Lima Limca Limited, who bottled the refreshing beverage in both glass and plastic bottles. Why Coca-Cola acquired Limca? Since its inception in 1977, Limca has changed owners twice. The brand was first owned by Parle Agro, and later acquired Coca-Cola, when the American FMCG giant ventured into the Indian market after the 1992 liberalization. According to market experts, the primary reason behind Coca-Cola purchase of Limca and other local beverage brands was to minimise competition. When Coke entered the Indian market, it quickly found that local beverage like Limca and Thumsup were outselling its products by a significant margin. But instead of competing with these popular Indian brands, Coca-Cola decided to acquire them and bring them under its umbrella. Coca-Cola purchased Limca in 1993, and now the popular lime beverage has become a brand worth Rs 2800 crore, according to the company's filings.
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Business Standard
28-05-2025
- Business
- Business Standard
Limca becomes Rs 2,800-crore brand in 2024, says Coca-Cola India
Limca, a lime and lemon-flavoured drink, has crossed the Rs 2,800-crore revenue mark in 2024, helped by its expansion in rural and urban areas. The five-decades-old brand is witnessing strong double-digit growth in key states such as Delhi, Punjab and Haryana, gaining share across both traditional trade and emerging retail formats, according to a statement released by Coca-Cola India. Since its inception in 1971, Limca has been a driving force in strengthening the company's sparkling portfolio, with demand soaring across both urban and rural markets, it added. Currently, Coca-Cola has three billion-dollar brands -- Thums Up, Sprite and Maaza in its India portfolio. Thums Up is now very close to becoming a $2 billion brand. Maaza, Thums Up and Limca were acquired by The Coca-Cola Company in 1993, when the Atlanta-headquartered company had re-entered the Indian market, from Ramesh Chauhan of Parle Bisleri. Coca-Cola had then bought the entire portfolio of aerated drinks from the Chauhan brothers, which also included Gold Spot. Vinay Nair, Vice President, Franchise Operations, Developing Markets, Coca-Cola India and Southwest Asia, said Limca's story is one of resilience, reinvention, and a pursuit of excellence. Our success is anchored in a simple but powerful playbook - innovating products that cater to evolving consumer needs, expanding distribution to both urban and rural India, and executing marketing campaigns that connect passion and purpose," he said. In 2024 Coca-Cola extended Limca in the hydration space. It had introduced Limca GlucoCharge, a beverage with glucose and electrolytes and its launch campaign had featured Olympic gold medalist Neeraj Chopra. In India its beverage range includes Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices and Honest Tea.
Time of India
28-05-2025
- Business
- Time of India
Limca becomes Rs 2,800-crore brand in 2024, says Coca-Cola India
Limca, a lime and lemon-flavoured drink, has crossed the Rs 2,800-crore revenue mark in 2024, helped by its expansion in rural and urban areas. The five-decades-old brand is witnessing strong double-digit growth in key states such as Delhi, Punjab and Haryana, gaining share across both traditional trade and emerging retail formats, according to a statement released by Coca-Cola India. Since its inception in 1971, Limca has been a driving force in strengthening the company's sparkling portfolio, with demand soaring across both urban and rural markets, it added. Play Video Pause Skip Backward Skip Forward Unmute Current Time 0:00 / Duration 0:00 Loaded : 0% 0:00 Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 1x Playback Rate Chapters Chapters Descriptions descriptions off , selected Captions captions settings , opens captions settings dialog captions off , selected Audio Track default , selected Picture-in-Picture Fullscreen This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Text Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Transparent Caption Area Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Drop shadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like If you eat ginger every day for a month, your body will experience the following phenomena Tips and Tricks Undo Currently, Coca-Cola has three billion-dollar brands -- Thums Up, Sprite and Maaza in its India portfolio. Thums Up is now very close to becoming a USD 2 billion brand. Maaza, Thums Up and Limca were acquired by The Coca-Cola Company in 1993, when the Atlanta-headquartered company had re-entered the Indian market, from Ramesh Chauhan of Parle Bisleri. Live Events Coca-Cola had then bought the entire portfolio of aerated drinks from the Chauhan brothers, which also included Gold Spot. Vinay Nair, Vice President, Franchise Operations, Developing Markets, Coca-Cola India and Southwest Asia, said Limca's story is one of resilience, reinvention, and a pursuit of excellence. "Our success is anchored in a simple but powerful playbook - innovating products that cater to evolving consumer needs, expanding distribution to both urban and rural India, and executing marketing campaigns that connect passion and purpose," he said. In 2024 Coca-Cola extended Limca in the hydration space. It had introduced Limca GlucoCharge, a beverage with glucose and electrolytes and its launch campaign had featured Olympic gold medalist Neeraj Chopra. In India its beverage range includes Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices and Honest Tea. PTI
