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Industry & Competitive Context India's carbonated soft drink (CSD) category was reshaped by economic liberalisation in the early 1990s. After the 1991 liberalisation, Pepsi entered the Indian market first, followed by Coca-Cola. Pepsi's brand ambassadors included major Indian film stars, while Coca-Cola concentrated its spending on cricket sponsorship. Thums Up had been introduced earlier. Coca-Cola India's own statement describes it as launched in 1977 as India's first homeg