Inventions
55 years ago, Ramesh Chauhan had prepared Limca according to the taste of India—and today, look, it has become a brand worth Rs 2,800 crore! Desi ideas are something else, now Limca has also made a very special place for itself in the global portfolio of Coca-Cola.
Limca was started in 1970. At that time, there were many soft drinks in India, but there was nothing that suited both the Indian heat and the taste of the Indian people. Indians are crazy about lemonade in summers – drinking lemonade makes people feel fresh and gives them energy. Ramesh Chauhan (who owns Bisleri) took this very thing into account and created the formula for Limca. That is, the modern incarnation of lemonade, bottled, cool and strong!
Lima Limca Limited factory started
Ramesh Chauhan had created the formula for Limca in 1970 itself—but look at his fate, before the production could start in the factory, an emergency was imposed in the country. Then somehow the emergency ended, 1977 came, and Delhi’s Lima Limca Limited finally started manufacturing it in the factory. Limca was prepared with the freshness of lemon-lime in such a way that drinking it in the summer would rejuvenate you, just give you instant freshness and some energy. This drink was sold in both plastic and glass bottles.
How many times has the company been sold
Now listen, the story of Limca is no less filmy. It was started in 1977, since then it has been sold twice—yes, twice! First it was with Parle Agro, then after liberalization and globalization came in the 90s, in 1993, the American company Coca Cola bought it and now? The key to Limca is with the same American company. By 2024, this brand has become worth about Rs 2,800 crore. Think, the bottle that was once available on the roadside, has now become a filling worth crores!
Strong marketing
See, Limca’s marketing has been really amazing. In the beginning, the tagline ‘Limit toh Lagao’ – to put it simply, gave people full motivation to break their own limits. These ads were especially liked by youngsters, because brother, who doesn’t want freshness and energy? Now see, the times have changed, so the tagline has also been changed – ‘Chadha Le Taazgi’.
