Legend has it that Thums Up blew up in India following the expulsion of the Coca-Cola brand from the country in the 1970s. Two enterprising Indian brothers filled the vacuum created by the exit of Coke and launched their own brand of cola branded Thums Up.
At some point Coke purchased Thums Up and in a Coca-Cola Cold War used the Indian label to wage a proxy battle against competitor Pepsi, which had gained dominance in the South Asian beverage market.
What resulted was a formative memory for any American-born Indian who traveled back to India in the '80s and '90s. In India the pizza sucked and the only comic books featured either Archie and the Riverdale gang or Cha Cha Choudhury. Thums Up, though, with its unique betel nut tang was as good as Coke if not better, and despite the signature ring of dust that lined the lip of every recycled bottle it was almost enough to convince you that you really could call this strange land home.