MUMBAI: Coca-Cola plans to relaunch RimZim, once a popular masala cola brand which it acquired from Ramesh Chauhan in the 1990s.
Last year PepsiCo revived Duke's which was discontinued in 2004, and earlier this year Coca-Cola reintroduced Citra, a clear lime drink.
Coca-Cola plans to revive the RimZim brand in parts of north India and will give it a contemporary packaging, signalling the rising element of localization in the portfolios of the two big cola companies. The cola maker had attempted to revive the brand with a strong presence in Maharashtra a decade ago, but failed.
In 1994, Chauhan sold his popular and home grown beverage brands, including Thums Up, Gold Spot, Limca, Maaza, Citra and RimZim, to Coca-Cola, out of which Thums Up, Maaza and Limca were retained by the world's largest cola maker while the others were junked.
RimZim's is being relaunched in keeping with a brand study conducted by Coca-Cola that indicated a strong recall of the brand among consumers, a company official said.
Edited By Cen Fox Post Team
