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'Thunder Unbottled'

Wednesday, October 23, 2013
By Dominic Rebello

The life and times of Ramesh Chauhan of Bisleri

A fascinating account of the life and times of Ramesh Chauhan of Bisleri, the creator of Thums Up, Gold Spot and Limca was released yesterday in the form of his biography. Aptly titled ‘Thunder Unbottled’, the book written by Patricia Sethi of Newsweek within valuable inputs and insights from Jayanti Chauhan, daughter of   Ramesh Chauhan, coincides with Chauhan celebrating 50 years with Parle.

Chauhan joined Parle in 1963. He started Limca in 1971 and Thums Up in 1978. After selling the brands to Coca Cola in 1993, he dedicated himself to develop Bisleri and bring safe drinking water into the public domain. With a career spanning over 50 years, his undying determination and vision has made Bisleri a premium mineral water brand and a household name.

Incidentally, Bisleri is India’s most trusted mineral water brand and a market leader. Parle was bought over Bisleri in 1969 from Felice Bisleri, Milano. Over the last four decades Bisleri has become synonymous to safe and pure drinking water and is a household brand. Today, Bisleri has 69 bottling plants across India and uses state-of-the-art technology at all stages of its purification processes.

The creator of brands such as Thums-up, Goldspot, Citra, Maaza and the ever popular Limca, Chauhan has been an icon in himself who with his foresight developed these super brands in the Indian market.

The book chronicles his rise to the top of the soft drinks business and his reasons for selling the brands to Coke. It details what makes him tick as a person and a business mogul, it records his passion for life, music, sports, whatever he embarks upon, including his Midas-touch moment with Bisleri which he has transformed into the hottest water brand in the nation. Within these pages is the revealing and engaging account of the life and times of the Indian entrepreneur who is a name synonymous with Bisleri, Thums Up, Maaza and Limca. The icing on the cake is the cache of wonderful photographs from family albums, pictures never seen before.

Every page offers management students, marketing professionals, entrepreneurs and fans of his brands an inspirational manifesto for the marketplace that is essentially hands-on, filled chock-a-block with nuggets of wisdom from a man who has been there and confronted it all. The book is available at all leading book stores and online stores at an MRP of Rs. 795. It’s a must read for aspiring and ambitious entrepreneurs.

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