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TOP INDIAN BRANDS THAT HAVE GONE TO FOREIGN HAND
THUMPS UP
A cola drink introduced in 1977 to offset the expulsion of American Coca Cola
Company, an Indian brand by Parle Group gained a near monopoly in India with
government closing the door to foreign companies/brands. When Government
of India again opened its doors to multinationals, Thumps Up lost its will to fight
with its resource packed international brands vis Pepsi and Coca Cola. It sold out
to Coca Cola Company in 1993 in order to make quick money after enjoying a
near monopoly for almost 15 years. As Thumps Up had a huge market share,
Coca Cola Company decided to keep the brand alive rather than kill it to give
competition to Pepsi.
HAMAM
Hamam, one of the oldest Indian beauty soap brands, has created itself as a trustworthy brand in the market.
It is a natural soap category with low pricing. It was owned by Tata Oil Mills Company (TOMCO). It was taken
over by Hindustan Unilever Limited when it acquired TOMCO in the year
1993. Hindustan Unilever Limited continues to keep this brand alive as it is
one of the trusted brands with strong brand loyalty in soap segment in
Indian market. HUL did try to repackage and modify the brand but they
found out that by changing the composition of the soap they were losing
the loyal customers, so HUL have gone back to old composition and is
using ‘trust’ and ‘quality’ as this brand’s salient points in marketing it.
KISSAN
The preserved food division of United Breweries Group (UB Group) was not doing
well as compared to its liquor division. So, UB Group sold its food section along with
Kissan brand to Hindustan Unilever Limited. Now Kissan is another of HUL’s Indian
brand. HUL has revived and added more desi flavor to Kissan brand. Also, more items
such as salt, rice, spices, chilli powder, atta, etc were added to Kissan brand and
hence taking this Indian brand to another level.
MALTOVA
This favorite Indian heath drink was brought by GlaxoSmithKline Beecham
Consumer Healthcare Linited from Jagatjit Industries in the year 2000. Now with
well known brands GlaxoSmithKline – Horlicks, Boost, Viva and Maltova – it has
become a market leader in Indian health drink market. Viva has been
repositioned as a traditional family health drink and Maltova as a tasty chocolate
based health drink for the kids.
KWALITY WALLS
This brand of ice cream found in every nooks and corner was a pioneer in the field
of ice cream manufacturing in India. Kwality later ventured out from ice cream
sector to restaurants. In 1995, Kwality tied up with Hindustan Unilever Limited,
move that took this Indian brand to international market. Hindustan Unilever
Limited introduced Kwality Walls ice cream to India and the world beyond, a very
profitable venture indeed.
LAKME
Lakme started as a subsidiary of Tata Group in 1952. This Indian cosmetic brand
was not making any profit. It had two options after perennially losses, one to close
this brand and second sell it to another company. Tata Group took the second
option and Lakme Limited formed a joint venture of 50-50 with Hindustan Unilever
Limited in 1996 and later in year 1998 sold this brand to Hindustan Unilever Limited,
a conglomerate in consumer goods sector. And today Lakme is a household name in
cosmetics in India as well as abroad..
LIMCA
Coca Cola Company bought Indian brand Limca along with Thumps Up when the
Indian government opened its door to foreign companies. It tried to kill this brand
as well but found out that lemonade is a favorite of Indians during hot sweltering
summers; it was revived as a tangy and refreshing drink. Limca is still one of the
top brands in soft drink segment in lemon flavor. With better marketing by Coca
Cola Company, this brand is still going strong
Source: http://www.buzzom.com/2010/01/top-indian-brands-that-have-gone-to-foreign-hand/
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