Double Seven (soft drink) - Revision history

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	In 1977, the [[Premiership of Morarji Desai\|Morarji Desai government]] Coca-Cola had to reduce its ownership stake of its Indian operation per the provisions of the [[Foreign Exchange Regulation Act]]. Coca-Cola along with other United States companies chose to leave India than operate under the new laws. <ref> The govt. of India simply asked companies to follow the law. There were never demands to hand over technology made, just that companies follow the law. The newspapers just passed their opinion like they do when they dislike something. A decade later American firms were handing over sensitive technologies to China. So this logic and mention is false.</ref><ref>{{cite magazine\|title=Business: India May Swallow Coke\|magazine=[[Time Magazine]]\|date=22 August 1977\|url=http://content.time.com/time/magazine/article/0,9171,915304,00.html\|access-date=17 September 2013}}</ref><ref>{{cite web\|title=Coca-Cola Can't Speak Its Name in India as Pepsi Enters Hindi\|url=https://www.bloomberg.com/news/2010-09-08/coke-is-the-soda-that-can-t-speak-its-name-in-india-as-pepsi-enters-hindi.html\|publisher=[[Bloomberg L.P.\|Bloomberg]]\|access-date=17 September 2013\|author=Mehul Srivastava\|date=9 September 2010}}</ref>		In 1977, the [[Premiership of Morarji Desai\|Morarji Desai government]] Coca-Cola had to reduce its ownership stake of its Indian operation per the provisions of the [[Foreign Exchange Regulation Act]]. Coca-Cola along with other United States companies chose to leave India than operate under the new laws. <ref> The govt. of India simply asked companies to follow the law. There were never demands to hand over technology made, just that companies follow the law. The newspapers just passed their opinion like they do when they dislike something. A decade later American firms were handing over sensitive technologies to China. So this logic and mention is false.</ref><ref>{{cite magazine\|title=Business: India May Swallow Coke\|magazine=[[Time Magazine]]\|date=22 August 1977\|url=http://content.time.com/time/magazine/article/0,9171,915304,00.html\|access-date=17 September 2013}}</ref><ref>{{cite web\|title=Coca-Cola Can't Speak Its Name in India as Pepsi Enters Hindi\|url=https://www.bloomberg.com/news/2010-09-08/coke-is-the-soda-that-can-t-speak-its-name-in-india-as-pepsi-enters-hindi.html\|publisher=[[Bloomberg L.P.\|Bloomberg]]\|access-date=17 September 2013\|author=Mehul Srivastava\|date=9 September 2010}}</ref>

	Developed to fill the void left by Coca-Cola, Double Seven was quickly designed, named by a national competition for naming the product, manufactured and marketed by [[Modern Food Industries]], a government-owned company.<ref>{{citation\|title=Economic Reforms and Industrialisation: Textiles, dairy, cement and mica industries \|author= Devendra Thakur\|year=1998\|publisher=Deep & Deep Publications\|url= https://books.google.com/books?id=0bPXUSbSasgC&pg=PA242\|isbn=81-7100-855-0\|page=242}}</ref><ref>{{cite web\|url=http://mofpi.nic.in/ContentPage.aspx?CategoryId=1037\|title=MODERN FOOD INDUSTRIES (INDIA) LIMITED\|publisher=Ministry of Food Processing Industries\|access-date=16 September 2013\|archive-url=https://archive.is/20120712133339/http://mofpi.nic.in/ContentPage.aspx?CategoryId=1037\|archive-date=12 July 2012\|url-status=dead}}</ref> The formula for the concentrate of Double Seven was developed at [[Central Food Technological Research Institute]], [[Mysore]]. Despite government backing, Double Seven could not dominate the Indian soft drinks market, however the program was very successful as the void left by Coca-Cola was filled.<ref>{{citation\|title=Changing Face of Processed Food Industry in India \|author= Rajat K. Baisya\|year=2008\|publisher=Ane Books Pvt Ltd\|id={{ISBN\|8180521664}}\|url= https://books.google.com/books?id=eZTBdbeevokC&pg=PA142\|isbn=81-8052-166-4\|page=142}}</ref> The main competitors to Double Seven were [[Campa Cola]], [[Thums Up]], Duke's, McDowell's Crush and Double Cola.<ref name=iesep13a>{{cite news\|title=The brand that refused to die\|url=http://businesstoday.intoday.in/story/the-brand-that-refused-to-die/1/4179.html\|access-date=16 September 2013\|newspaper=[[Business Today (business magazine)\|Business Today]]\|date=31 May 2009}}</ref> Double Seven also had a [[Lemon-lime]] flavoured soft drink known as ''Double Seven Tingle''.<ref>{{citation\|title=Advertising Management: Concepts and Cases \|author= Manendra Mohan\|year=1989\|publisher=Tata McGraw-Hill Education\|id={{ISBN\|0074517805}} \|url= https://books.google.com/books?id=eLgobuBJQXYC&pg=PA130&lpg=PA130&dq=double+seven+tingle&source=bl&ots=D6ALCwXpCJ&sig=-NdbCxhEuwBuQmf-pKCvW8JSHEA&hl=en&sa=X&ei=4y0UVP6hA4-UuATRpYKgBw&ved=0CCMQ6AEwAQ#v=onepage&q=double%20seven%20tingle&f=false\|isbn=9780074517802\|page=130}}</ref>		Developed to fill the void left by Coca-Cola, Double Seven was quickly designed, named by a national competition for naming the product, manufactured and marketed by [[Modern Food Industries]], a government-owned company.<ref>{{citation\|title=Economic Reforms and Industrialisation: Textiles, dairy, cement and mica industries \|author= Devendra Thakur\|year=1998\|publisher=Deep & Deep Publications\|url= https://books.google.com/books?id=0bPXUSbSasgC&pg=PA242\|isbn=81-7100-855-0\|page=242}}</ref><ref>{{cite web\|url=http://mofpi.nic.in/ContentPage.aspx?CategoryId=1037\|title=MODERN FOOD INDUSTRIES (INDIA) LIMITED\|publisher=Ministry of Food Processing Industries\|access-date=16 September 2013\|archive-url=https://archive.today/20120712133339/http://mofpi.nic.in/ContentPage.aspx?CategoryId=1037\|archive-date=12 July 2012\|url-status=dead}}</ref> The formula for the concentrate of Double Seven was developed at [[Central Food Technological Research Institute]], [[Mysore]]. Despite government backing, Double Seven could not dominate the Indian soft drinks market, however the program was very successful as the void left by Coca-Cola was filled.<ref>{{citation\|title=Changing Face of Processed Food Industry in India \|author= Rajat K. Baisya\|year=2008\|publisher=Ane Books Pvt Ltd\|id={{ISBN\|8180521664}}\|url= https://books.google.com/books?id=eZTBdbeevokC&pg=PA142\|isbn=81-8052-166-4\|page=142}}</ref> The main competitors to Double Seven were [[Campa Cola]], [[Thums Up]], Duke's, McDowell's Crush and Double Cola.<ref name=iesep13a>{{cite news\|title=The brand that refused to die\|url=http://businesstoday.intoday.in/story/the-brand-that-refused-to-die/1/4179.html\|access-date=16 September 2013\|newspaper=[[Business Today (business magazine)\|Business Today]]\|date=31 May 2009}}</ref> Double Seven also had a [[Lemon-lime]] flavoured soft drink known as ''Double Seven Tingle''.<ref>{{citation\|title=Advertising Management: Concepts and Cases \|author= Manendra Mohan\|year=1989\|publisher=Tata McGraw-Hill Education\|id={{ISBN\|0074517805}} \|url= https://books.google.com/books?id=eLgobuBJQXYC&pg=PA130&lpg=PA130&dq=double+seven+tingle&source=bl&ots=D6ALCwXpCJ&sig=-NdbCxhEuwBuQmf-pKCvW8JSHEA&hl=en&sa=X&ei=4y0UVP6hA4-UuATRpYKgBw&ved=0CCMQ6AEwAQ#v=onepage&q=double%20seven%20tingle&f=false\|isbn=9780074517802\|page=130}}</ref>

	Double Seven, was the winning name in a national competition to name the drink designed to fill the void left by Coca Cola. The drink lost share of market as Indira Gandhi's Govt. that came to power a few years later was not interested in supporting a product which reminded them of 1977, the year that Indira Gandhi lost the national elections and other drinks like Thumbs Up became very popular.<ref name=iesep13e>{{citation\|title=American Khichdi \|author= Sunil Lala\|year=1998\|publisher=Macmillan Publishers India Limited\|id={{ISBN\|0230637450}}\|url= https://books.google.com/books?id=ZIO9nVXFI6YC&pg=PA25\|isbn=0230-63745-0\|page=25}}</ref> Modern Food Industries gradually slipped into the red and was taken over by [[Hindustan Lever Limited]] in January 2000.<ref>{{cite web\|url=http://www.divest.nic.in/Privatised-CPSE.asp\|title=Brief Notes on Privatised Central Public Sector Enterprises (CPSEs)\|publisher=Department of Disinvestment, Ministry of Finance\|access-date=5 Jan 2012\|archive-url=https://web.archive.org/web/20120426090241/http://www.divest.nic.in/Privatised-CPSE.asp\|archive-date=26 April 2012\|url-status=dead}}</ref>		Double Seven, was the winning name in a national competition to name the drink designed to fill the void left by Coca Cola. The drink lost share of market as Indira Gandhi's Govt. that came to power a few years later was not interested in supporting a product which reminded them of 1977, the year that Indira Gandhi lost the national elections and other drinks like Thumbs Up became very popular.<ref name=iesep13e>{{citation\|title=American Khichdi \|author= Sunil Lala\|year=1998\|publisher=Macmillan Publishers India Limited\|id={{ISBN\|0230637450}}\|url= https://books.google.com/books?id=ZIO9nVXFI6YC&pg=PA25\|isbn=0230-63745-0\|page=25}}</ref> Modern Food Industries gradually slipped into the red and was taken over by [[Hindustan Lever Limited]] in January 2000.<ref>{{cite web\|url=http://www.divest.nic.in/Privatised-CPSE.asp\|title=Brief Notes on Privatised Central Public Sector Enterprises (CPSEs)\|publisher=Department of Disinvestment, Ministry of Finance\|access-date=5 Jan 2012\|archive-url=https://web.archive.org/web/20120426090241/http://www.divest.nic.in/Privatised-CPSE.asp\|archive-date=26 April 2012\|url-status=dead}}</ref>

>কুউ পুলক: Importing Wikidata short description: "Indian soft drink brand" (Shortdesc helper)

2021-06-15T17:18:13Z

Importing Wikidata short description: "Indian soft drink brand" (Shortdesc helper)

New page

{{Short description|Indian soft drink brand}}
{{Infobox Beverage
|name = [[Double Seven]]
|bgcolor =
|image = [[File:Double Seven Cola.jpg|150px]]
|type = [[Cola]]
|abv =
|proof =
|manufacturer = [[Modern Food Industries]]
|distributor =
|origin = [[India]]
|introduced = {{start date and age|1977}}
|discontinued = Yes
|colour =
|flavour = Cola
|variants = Double Seven Tingle ([[Lemon-lime|Lemon-lime flavoured]])
|related = [[Thums Up]], [[Campa Cola]].
|website =
}}
'''Double Seven''' was an Indian [[soft drink]] brand. It was manufactured and marketed by the [[Government of India|Indian government]] after [[Coca-Cola]] quit the Indian market in 1977 due to changes in government policies.<ref name=iesep13>{{cite news|title=Waning days of an Indian soda pop|url=https://www.nytimes.com/2009/02/23/technology/23iht-cola.1.20365713.html?|access-date=16 September 2013|newspaper=[[The New York Times]]|date=23 February 2009}}</ref><ref>{{citation|title=EIndia 50: The Making of a Nation |author= India 50: The Making of a Nation|year=1997|publisher=Ayaz Memon and Book Quest Publishers|id={{ISBN|8186025065}}|url= https://books.google.com/books?id=6_1tAAAAMAAJ&q=double+7+soft+drink+india&dq=double+7+soft+drink+india&hl=en&sa=X&ei=6EI3UozPDZDrrAfSlIHYDg&ved=0CEgQ6AEwBQ|isbn=81-8602-506-5|page=145}}</ref><ref name=iesep13b>{{cite news|title=How Thums Up became the ruling cola of India|url=http://www.mercurybrief.com/2009/10/thums-up-cola-of-india/|access-date=16 September 2013|newspaper=Mercury Brief|date=18 October 2009}}</ref><ref>{{cite web|title=History|url=http://www.coca-colaindia.com/products/coca-cola.html|publisher=Coca-Cola India|access-date=17 September 2013|url-status=dead|archive-url=https://web.archive.org/web/20130921054633/http://www.coca-colaindia.com/products/coca-cola.html|archive-date=21 September 2013}}</ref> Double Seven was launched at the annual trade fair at Pragati Maidan, New Delhi as a gift by the then ruling [[Janata Party]].<ref name="iesep13e"/>

In 1977, the [[Premiership of Morarji Desai|Morarji Desai government]] Coca-Cola had to reduce its ownership stake of its Indian operation per the provisions of the [[Foreign Exchange Regulation Act]]. Coca-Cola along with other United States companies chose to leave India than operate under the new laws. <ref> The govt. of India simply asked companies to follow the law. There were never demands to hand over technology made, just that companies follow the law. The newspapers just passed their opinion like they do when they dislike something. A decade later American firms were handing over sensitive technologies to China. So this logic and mention is false.</ref><ref>{{cite magazine|title=Business: India May Swallow Coke|magazine=[[Time Magazine]]|date=22 August 1977|url=http://content.time.com/time/magazine/article/0,9171,915304,00.html|access-date=17 September 2013}}</ref><ref>{{cite web|title=Coca-Cola Can't Speak Its Name in India as Pepsi Enters Hindi|url=https://www.bloomberg.com/news/2010-09-08/coke-is-the-soda-that-can-t-speak-its-name-in-india-as-pepsi-enters-hindi.html|publisher=[[Bloomberg L.P.|Bloomberg]]|access-date=17 September 2013|author=Mehul Srivastava|date=9 September 2010}}</ref>

Developed to fill the void left by Coca-Cola, Double Seven was quickly designed, named by a national competition for naming the product, manufactured and marketed by [[Modern Food Industries]], a government-owned company.<ref>{{citation|title=Economic Reforms and Industrialisation: Textiles, dairy, cement and mica industries |author= Devendra Thakur|year=1998|publisher=Deep & Deep Publications|url= https://books.google.com/books?id=0bPXUSbSasgC&pg=PA242|isbn=81-7100-855-0|page=242}}</ref><ref>{{cite web|url=http://mofpi.nic.in/ContentPage.aspx?CategoryId=1037|title=MODERN FOOD INDUSTRIES (INDIA) LIMITED|publisher=Ministry of Food Processing Industries|access-date=16 September 2013|archive-url=https://archive.is/20120712133339/http://mofpi.nic.in/ContentPage.aspx?CategoryId=1037|archive-date=12 July 2012|url-status=dead}}</ref> The formula for the concentrate of Double Seven was developed at [[Central Food Technological Research Institute]], [[Mysore]]. Despite government backing, Double Seven could not dominate the Indian soft drinks market, however the program was very successful as the void left by Coca-Cola was filled.<ref>{{citation|title=Changing Face of Processed Food Industry in India |author= Rajat K. Baisya|year=2008|publisher=Ane Books Pvt Ltd|id={{ISBN|8180521664}}|url= https://books.google.com/books?id=eZTBdbeevokC&pg=PA142|isbn=81-8052-166-4|page=142}}</ref> The main competitors to Double Seven were [[Campa Cola]], [[Thums Up]], Duke's, McDowell's Crush and Double Cola.<ref name=iesep13a>{{cite news|title=The brand that refused to die|url=http://businesstoday.intoday.in/story/the-brand-that-refused-to-die/1/4179.html|access-date=16 September 2013|newspaper=[[Business Today (business magazine)|Business Today]]|date=31 May 2009}}</ref> Double Seven also had a [[Lemon-lime]] flavoured soft drink known as ''Double Seven Tingle''.<ref>{{citation|title=Advertising Management: Concepts and Cases |author= Manendra Mohan|year=1989|publisher=Tata McGraw-Hill Education|id={{ISBN|0074517805}} |url= https://books.google.com/books?id=eLgobuBJQXYC&pg=PA130&lpg=PA130&dq=double+seven+tingle&source=bl&ots=D6ALCwXpCJ&sig=-NdbCxhEuwBuQmf-pKCvW8JSHEA&hl=en&sa=X&ei=4y0UVP6hA4-UuATRpYKgBw&ved=0CCMQ6AEwAQ#v=onepage&q=double%20seven%20tingle&f=false|isbn=9780074517802|page=130}}</ref>

Double Seven, was the winning name in a national competition to name the drink designed to fill the void left by Coca Cola. The drink lost share of market as Indira Gandhi's Govt. that came to power a few years later was not interested in supporting a product which reminded them of 1977, the year that Indira Gandhi lost the national elections and other drinks like Thumbs Up became very popular.<ref name=iesep13e>{{citation|title=American Khichdi |author= Sunil Lala|year=1998|publisher=Macmillan Publishers India Limited|id={{ISBN|0230637450}}|url= https://books.google.com/books?id=ZIO9nVXFI6YC&pg=PA25|isbn=0230-63745-0|page=25}}</ref> Modern Food Industries gradually slipped into the red and was taken over by [[Hindustan Lever Limited]] in January 2000.<ref>{{cite web|url=http://www.divest.nic.in/Privatised-CPSE.asp|title=Brief Notes on Privatised Central Public Sector Enterprises (CPSEs)|publisher=Department of Disinvestment, Ministry of Finance|access-date=5 Jan 2012|archive-url=https://web.archive.org/web/20120426090241/http://www.divest.nic.in/Privatised-CPSE.asp|archive-date=26 April 2012|url-status=dead}}</ref>

Thums Up, which was also launched in 1977 after the departure of Coca-Cola, continued to thrive until its eventual takeover by Coca-Cola.<ref name="iesep13b"/>

==See also==
* [[List of defunct consumer brands]]

==References==
{{reflist|2}}

{{Colas}}

[[Category:Products introduced in 1977]]
[[Category:Indian drink brands]]
[[Category:1977 in India| ]]
[[Category:Defunct consumer brands]]
[[Category:Drink brands]]
[[Category:Desai administration]]