The Duke Returns
- IPL spot-fixing case: Net widens, police watching 3 more players, other bookies
- IPL 2013: Imperious Brad Hodge powers Rajasthan Royals to qualifier
- Sonia Gandhi, PM Manmohan Singh slam BJP for disrupting Parliament, stalling bills
- IPL spot-fixing: 'Bookie' Vindoo was close to BCCI chief's son-in-law, say cops
- Jessica Lall case: Shayan Munshi to face perjury trial
The relaunch of the 102-year-old brand has evoked nostalgia among many. The brand, first established in 1989 by Dinshwaji Cooverji Pundole, an Indian cricketer of Parsi origin, was a local favourite for the distinct flavours it had to offer — Tango, Raspberry, Ginger, Pineapple and Lemonade. The psychedelic colours, refreshing taste and lack of any substantial competition made Duke's a household favourite. "In those days, one could not afford to have a cold drink every day; they were a novelty. So Duke's became the prize you got when you scored well in exams, the Sunday family ritual or the cool thing to impress the lady with when on a date," laughs 68-year-old Alan Fernandes, who used to run a cold drinks shop in Byculla until a decade ago.
The brand's journey was not all-smooth. In the 1950s, it faced stiff competition from Coca-Cola, which had just launched in India. But Pundole is said to have survived the onslaught by launching Mangola, the very first Indian packaged drink made using mango pulp. The legacy of Duke's lasted under Pundoles' leadership till 1994, when it was brought over PepsiCo.
By 2004, Duke's was withdrawn from the market altogether, with the exception of Duke's Lemonade — a move, it is said, aimed at focussing on the sales of their home brand, Pepsi.
The recent relaunch, says Mishra, is aimed at tapping into the "evolved consumer palette". "Consumer research indicates that they want something different and exciting now," says Sanjay Mishra, Executive Director-West Market Unit, PepsiCo Beverages, India. However, instead of launching all the varieties, PepsiCo has re-introduced the popular Raspberry, Ice Cream Soda and Gingerale, while adding a new flavour, Masala Soda, to the line.
- Fixing probe now reaches Bollywood, son of Dara Singh held
- BCCI cashes Pune Warriors guarantee, 'disgusted' Sahara walks out of IPL
- Sreesanth spent Rs 1.95L on clothes, bought friend BlackBerry, paid in cash: Police
- Delhi firm with MoD as client is linked to Pak cyberattacks
- After Infosys, iGATE sacks Phaneesh Murthy for sexual misconduct
- 2 weeks after harassment, Haryana schoolgirls return, cops in tow