Duke and Sons

Duke and Sons Pvt. Ltd was established in 1889 in Bombay (now Mumbai), India, as a company that manufactured aerated waters, and fruit drinks.[1] It was originally owned by the Pandole family, a well-known Parsi business name.[2] Duke and Sons was founded by Dinshwaji Cooverji Pandole. The company used to manufacture Tango, Raspberry, Ginger, Pineapple, Lemonade and Mangola drinks under the Duke's brand. The Pandole family ran the company until 1994, when it was sold to PepsiCo.[3] When sold, Duke's had a 55% market share in the segments it operated in Mumbai and Maharashtra.[4]

Duke and Sons
The Duke's logo
TypeCola
ManufacturerPepsiCo
Country of originIndia
Introduced1889
The Duke's plant in Chembur
A PET bottle of Duke's Soda

Pepsico manufactured the drinks until 2004, when it discontinued all the drinks apart from Lemonade and Mangola.[3] The decision was based on the fact that the drinks were marketed only in western India, while Pepsico wanted to concentrate on its national brands.[5] In December 2011, Pepsico announced that it was reviving the old flavours under the Duke's brand. Apart from reviving old drinks Raspberry soda, Gingerade and Ice-Cream soda, Pepsico announced the launch of a new drink, Mumbai Masala Soda under the Duke's brand.[6] The relaunch included a bright new PET packaging as well as retro glass bottles in addition to an increased margin for small retailers, enticing them to prominently display the bottles in their shops.[7] Pepsi relaunched Duke's Soda as well, as part of a strategy to increase market share with the help of regional brands.[8]

Originally, Duke's manufactured lemonade from a shed in Byculla and later at Khetwadi areas of Mumbai. Its products were distributed by bullock cart and distribution was limited to Mumbai until 1940, when the company acquired Ford trucks. By 1989, the company had 90 distribution trucks. In 1970, the company established a manufacturing unit in the suburb of Chembur, with a production capacity of 19,000 crates per shift.[9] When Coca-Cola first launched in India in the 1950s, Duke's launched Mangola, a mango flavoured juice drink to survive competition.[3] Duke's Gingerade was popularly used when people had eaten too much or had an upset stomach, while the Raspberry drink was a favourite at Parsi weddings as well as a children's favourite. The Duke's brand is synonymous with Irani cafés in Mumbai.[10]

References
  1. Reed, Sir Stanley (1972). The Times of India directory and year book including who's who. Bennett, Coleman & Co. pp. xxi.
  2. "Ratan Tata is richest Parsi in India". The Economic Times. 16 June 2002. Retrieved 21 February 2012.
  3. "The Duke Returns". The Indian Express. 4 December 2011. Retrieved 21 February 2012.
  4. "Ananda Bazar Patrika Ltd". Businessworld. 14: 65. 1994.
  5. "PepsiCo plans to relaunch Duke's beverages". The Economic Times. 18 October 2011. Retrieved 21 February 2012.
  6. "Odd local drink: Duke's Mumbai masala soda". CNN. 24 October 2011. Retrieved 21 February 2012.
  7. "Retailers find more fizz in Pepsi's Duke soda". The Hindu Business Line. 30 November 2011. Archived from the original on 3 February 2012. Retrieved 21 February 2012.
  8. "Bisleri takes a shot at soda again". Business Standard. 19 February 2012. Retrieved 21 February 2012.
  9. Advani, A.H. (1989). Business India (291–299): 94. Missing or empty |title= (help)
  10. "Duke's brings back the sodas, but will it be the same?". Firstpost.com. 19 October 2011. Retrieved 21 February 2012.
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