Duke and Sons

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Duke and Sons Pvt. Ltd
TypePrivate
IndustryFood
Founded1889
FounderDinshwaji Pandole
Defunct1994; 28 years ago (1994)
FateAcquired by PepsiCo in 1994, became a brand
Headquarters
Chembur
,
India
ProductsSoft drinks
BrandsDuke's Lemonade
Duke's Mangola
OwnerPandole family (1889–1994)

Duke and Sons Pvt. Ltd was an Indian manufacturing company based in Bombay. Established in 1889, Duke produced and marketed soft drinks.[1] It was originally owned by the Pandole family, a well-known Parsi business name.[2] In 1994, the company was acquired by Pepsi, which relaunched the Duke's brand in 2011 through its Indian subsidiary.[3]

History[]

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.[4] When sold, Duke's had a 55% market share in the segments it operated in Mumbai and Maharashtra.[5]

A PET bottle of Duke's Soda

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.[6] When Coca-Cola first launched in India in the 1950s, Duke's launched Mangola, a mango flavoured juice drink to survive competition.[4] 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.[7]

Pepsico manufactured the drinks until 2004, when it discontinued all the drinks apart from Lemonade and Mangola.[4] 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.[8]

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.[9] 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.[10] Pepsi relaunched Duke's Soda as well, as part of a strategy to increase market share with the help of regional brands.[11]

In 2017, PepsiCo sold the defunct Duke's plant at Chembur for about Rs170 crore.[12]

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. ^ PepsiCo plans to relaunch Duke's beverages by Sagar Malviya on Economic Times, 18 Oct 2011
  4. ^ a b c "The Duke Returns". The Indian Express. 4 December 2011. Retrieved 21 February 2012.
  5. ^ "Ananda Bazar Patrika Ltd". Businessworld. 14: 65. 1994.
  6. ^ A.H. Advani on Business India #291–299, p. 94 (1989)
  7. ^ "Duke's brings back the sodas, but will it be the same?". Firstpost.com. 19 October 2011. Retrieved 21 February 2012.
  8. ^ "PepsiCo plans to relaunch Duke's beverages". The Economic Times. 18 October 2011. Retrieved 21 February 2012.
  9. ^ "Odd local drink: Duke's Mumbai masala soda". CNN. 24 October 2011. Retrieved 21 February 2012.
  10. ^ "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.
  11. ^ "Bisleri takes a shot at soda again". Business Standard. 19 February 2012. Retrieved 21 February 2012.
  12. ^ PepsiCo sells defunct Duke’s plant for Rs170 crore to Wadhwa Group on Live Mint
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