Double Seven (soft drink)

A historical Indian soft drink brand

Overview

A bottle of Double Seven Cola

Double Seven was a brand of soft drinks manufactured and marketed in India by the Indian government during the 1970s and 1980s. The brand was introduced as a response to the exit of Coca-Cola from the Indian market in 1977, following the government's demand for the company to disclose its formula and reduce its equity stake.

History

The Indian government launched Double Seven as part of its efforts to promote indigenous products and reduce dependency on foreign brands. The name "Double Seven" was chosen to commemorate the year 1977, which was significant due to the end of the Emergency and the subsequent political changes in the country.

Development and Launch

The development of Double Seven was spearheaded by the Ministry of Food Processing Industries, with the aim of creating a national alternative to popular international soft drinks. The brand initially offered a range of flavors, including cola, lemon, and orange.

Market Reception

Double Seven was well-received in the Indian market, particularly due to its patriotic appeal and competitive pricing. It became a popular choice among consumers who were looking for a locally-produced alternative to international brands.

Product Range

Double Seven offered a variety of flavors to cater to different consumer preferences. The most popular variant was the Double Seven Cola, which was marketed as a direct competitor to Coca-Cola and Pepsi. Other flavors included lemon, orange, and lime.

Decline and Legacy

The popularity of Double Seven began to decline in the late 1980s and early 1990s, as international brands re-entered the Indian market following economic liberalization. Despite its decline, Double Seven remains a significant part of India's industrial history, symbolizing a period of self-reliance and national pride.

Related pages

• Coca-Cola in India
• PepsiCo
• Indian soft drink industry
• Economic liberalization in India