This year, Coca-Cola Company-owned Thums Up turned into a billion-dollar brand as it repositioned for a new generation of consumers. But it was decades of toofani that gave the brand its thunder.

This is a case about how a native Indian cola brand, Thums Up, became India’s first billion USD beverage brand, in a time when COVID-19 tore through the carbonated beverage industry. More importantly, ...

The Mavrick Thunderwheels Edition will be exclusively available to customers who purchase and scan the QR code on Thums Up’s ...