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In India today, every bottle of Pepsi, Mountain Dew, Tropicana, or Aquafina that consumers buy is produced and distributed by Varun Beverages.
Ravi Jaipuria is often referred to as India’s cola king. (Photo Credit: Instagram)
Pepsi or Lays are a common sight at parties, celebrations or even at evening snack time. These products are part of our daily lives and belong to PepsiCo, an American company. But few people know there is a strong Indian connection to its success here.
The story goes back to the mid-1990s when PepsiCo was still trying to figure out India’s vast and complicated market. Different states, different languages and countless distributors made it difficult for the multinational to expand smoothly. At this point, a Marwari businessman stepped in and changed the game.
The Marwari Businessman Behind Pepsi’s Rise
In an Instagram post, content creator Abhinav Gupta highlighted how entrepreneur Ravi Jaipuria played a key role, who is often referred to as India’s cola king.
“This Marwari businessman is the reason Pepsi bottles reach every corner, but 90 per cent of Indians have never heard of him,” Gupta said in the video.
Jaipuria was not new to the soft drink business. The youngest of three brothers, he studied in the US and came back to India in 1985 to join his family as a bottler for Coca-Cola. After a family split in 1987, he received one bottling plant as his share. Instead of continuing with Coca-Cola, he made the switch to Pepsi.
In 1995, he formally launched Varun Beverages in Rajasthan. At first, it was just one small partnership. But soon, his deep understanding of Indian distributors and supply chains began to deliver results.
Growth Of Varun Beverages
PepsiCo initially tried handling everything on its own – plants, logistics and distribution. But India’s size and diversity made it difficult for them to manage efficiently. Jaipuria, on the other hand, had the advantage of local expertise.
His bottling company expanded beyond Rajasthan. PepsiCo began handing over more territories as Varun Beverages kept outperforming the multinational’s own operations. Gupta mentioned that by 2011, Varun Beverages was responsible for 26 per cent of PepsiCo’s India beverage sales. Less than a decade later, the figure went up to 85 per cent.
Who Really Makes Your Pepsi?
Today, every time a consumer buys Pepsi, Mountain Dew, Tropicana or Aquafina in India, the product is actually made and distributed by Varun Beverages.
“PepsiCo provides the brand and the formula, but the real business of making it, bottling it, delivering it is run by this Marwari businessman,” Gupta explained.
Recognition At A Global Level
Varun Beverages is now one of PepsiCo’s biggest bottlers outside the US. According to Forbes, the company was even awarded PepsiCo’s International Bottler of the Year in 2022.
“They prove that sometimes local expertise beats global management and becomes the invisible force behind Pepsi’s success in India,” Gupta added.
Growth Across Borders
Varun Beverages is no longer limited to India. Gupta informed the viewers that the company has spread its operations to Nepal, Sri Lanka and several African countries. Together, these regions account for nearly one-sixth of the world’s population.
A team of writers at News18.com bring you stories on what’s creating the buzz on the Internet while exploring science, cricket, tech, gender, Bollywood, and culture.
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