Favored flavors

Duke’s, the cold drinks brand so loved by Parsis (and others), was bought over by multinational cola giant PepsiCo in 1994. Within a decade the production of flavored sodas was discontinued, with the exception of lemonade and club soda. Seven years later, PepsiCo is re-launching three of Duke’s premier flavors — raspberry, ginger and ice cream soda, along with a new one, masala soda — mentioned Mid Day (MD) in its issue of November 6, 2011. Raspberry, which is already available in stores, has been a big hit, with children sporting a red moustache stain after enjoying the drink at lagans and navjotes.

Duke's Drinks are back (from l ): raspberry, ginger, icecream soda and masala

Consumers are looking for variety, reveals Sanjay Mishra, executive director, West Market Unit, PepsiCo Beverages, and "even other brands are launching different flavors. That’s why we decided to bring back Duke’s, a brand that already has strong recall.” The initial launch is to be in Bombay, but plans are in the pipeline to have the drinks available across the country soon.
Duke’s was established in 1889 by Dinshawji Cooverji Pandole who had saved enough money to start the company. A keen cricketer, Pandole was part of a Parsi team that had toured England a year earlier, and the name of his new venture was inspired by a cricket ball made by Duke and Sons. "I was told that my great-grandfather was a very hard working individual who was determined to make Duke’s a successful brand. Thanks to his labor, the company flourished,” Naval Pandole, the founder’s great-grandson informed MD.
However, some time in the 1950s, the company’s sales plummeted when international brands like Coca Cola set up operations in India. That was when Naval’s father Feroze introduced a fruit based drink named Mangola which became an instant hit. Earlier, during World War II, when Japan cut off supplies of marble top (goti) bottles, Eruchshaw, the founder’s son had come up with the concept of the now common crown caps, MD mentions.
When Duke’s drinks went off the market, caterer Tanaz Godiwala told MD that she had to stock Roger’s and Pallonji which also offered raspberry, but "their taste never came close to Duke’s... Duke’s was a must at every Parsi celebration. Everyone knew the different flavors by their colors. While raspberry was a favorite, some preferred ginger because it helped the tummy digest a heavy Parsi lunch.” Now the aficionados will be able to indulge again to their heart’s content.