In 1977, India witnessed a significant shift in its beverage industry, marking the onset of India’s Cola Revolution. The departure of Coca-Cola from the Indian market created a void that was swiftly filled by Double Seven, a homegrown cola brand introduced by the Indian government. This move was not just about replacing a beverage; it was a statement of self-reliance and national pride.
The Genesis of Double Seven
The story of Double Seven begins with the political landscape of 1977. Following the Emergency period, the Janata Party came to power and introduced the Foreign Exchange Regulation Act (FERA), which required foreign companies to dilute their equity holdings in Indian subsidiaries. Coca-Cola, unwilling to share its secret formula and reduce its stake, chose to exit the Indian market.
In response, the Indian government launched Double Seven, a cola that was entirely Indian in origin and production. The name 'Double Seven' was derived from the year of its introduction, 1977, symbolizing a new era in India's beverage industry. Modern Food Industries, a government-owned company known for its bread products, was tasked with producing and marketing the new cola.
Branding and Marketing Strategy
Double Seven's branding was deeply rooted in nationalism. The marketing campaigns emphasized the cola as a symbol of India's economic independence and self-sufficiency. Slogans like "For the Good Times" resonated with the public, aligning the product with the aspirations of a nation reclaiming its autonomy. The packaging featured bold colors and simple designs, making it easily recognizable in a market previously dominated by international brands.
Challenges and Competition
Despite the initial enthusiasm, Double Seven faced several challenges. The taste and quality were often compared unfavorably to Coca-Cola, leading to a lukewarm reception among consumers. Additionally, the political undertones associated with the brand made it a subject of controversy, especially after the Janata Party was replaced by Indira Gandhi's Congress government in 1980. The new administration was less inclined to support a product that symbolized the opposition's tenure.
During this period, other domestic brands like Thums Up and Campa Cola gained popularity, capitalizing on the growing demand for cola beverages. Thums Up, in particular, became a formidable competitor, eventually leading to the decline of Double Seven's market share.
The Legacy of Double Seven
Although Double Seven was eventually discontinued, its legacy endures. It stands as a testament to India's attempt to assert its identity in the global market and reduce dependence on foreign products. The brand's brief existence highlighted the complexities of balancing political agendas with consumer preferences.
In recent years, there has been a resurgence of interest in retro Indian brands, and Double Seven has found a place in the nostalgic memories of those who experienced its heyday. Its story serves as a reminder of a time when a beverage was more than just a drink—it was a symbol of a nation's aspirations and challenges.
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