Double Seven: India's Indigenous Cola That Symbolized Political Change
Double Seven was a cola brand launched by the Janata Party government in 1977 as a symbol of economic self-reliance and political change in India. It represented a move away from foreign brands like Coca-Cola, driven by policy changes under Industry Minister George Fernandes. Despite a strong political narrative, the brand failed to gain significant market traction and eventually disappeared.
- Country:
- India
In 1977, India experienced a seismic shift in both its political and consumer landscape. The Janata Party government, fresh from its victory over the Congress, introduced Double Seven — a cola drink serving as a nationalist icon in response to foreign giants like Coca-Cola.
Spearheaded by Industry Minister George Fernandes, the domestic cola symbolized India's leap towards self-reliance. Fernandes had pushed out Coca-Cola and IBM, challenging them on the Foreign Exchange Regulation Act and promoting the indigenous alternative.
Despite its symbolic launch and slogan 'The Taste That Tingles,' Double Seven struggled to compete with rival brands and disappeared, coinciding with the Congress' return under Indira Gandhi in 1980. Coca-Cola would not re-enter the Indian market until 1993.
(With inputs from agencies.)
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