The soft drinks market in India is composed of six product segments:
cola, “cloudy lemon,” orange, “soda” (carbonated water),
mango, and “clear lemon,” in order of importance. Cloudy lemon
and clear lemon together make up the lemon-lime segment. Prior to
the arrival of foreign producers in India, the fi ght for local dominance
was between Parle’s Thums Up and Pure Drinks’ Campa Cola.
In 1988, the industry had experienced a dramatic shakeout following
a government warning that BVO, an essential ingredient in
locally produced soft drinks, was carcinogenic. Producers either