Business
Duke’s is back
Their evergreen flavors — raspberry, ice cream soda, gingerade and lemonade — have returned to shop shelves. In 2004, PepsiCo had taken Duke’s drinks off the market, but has reintroduced them in the western region with new packaging and pricing. It has also launched a new flavor called masala soda. Sold in smart new PET as well as retro glass bottles, retailers have been offered increased margins to promote the product and make it once again a household name.
"Reviving Duke’s products makes imminent business sense for PepsiCo given the strong brand recall and established consumer connect ... Many of the Duke’s brands such as lemonade, mangola and soda, were category leaders. Smaller Duke’s products such as raspberry, ginger and ice cream soda, had a loyal following. The relaunch will enable PepsiCo to enhance the range of flavors and increase volumes,” remarks Darius Pandole of the founder’s family who is presently a partner at private equity firm New Silk Route Advisors Private Limited.
Duke and Sons was established in 1899. Founded by Dinshawji Cooverji Pandole, the firm manufactured aerated waters and fruit drinks, with Duke’s pineapple, ginger, raspberry, tango, lemonade and mangola remaining favorite flavors at Parsi weddings and navjotes over the course of decades! Business in a bottle had commenced from a shed in Byculla, then moved to Khetwadi; distribution by bullock carts transformed to transportation by a fleet of Ford trucks! In 1970, the Pandole family set up a new manufacturing unit at Chembur but sold out to PepsiCo in 1994.
"Reviving Duke’s products makes imminent business sense for PepsiCo given the strong brand recall and established consumer connect ... Many of the Duke’s brands such as lemonade, mangola and soda, were category leaders. Smaller Duke’s products such as raspberry, ginger and ice cream soda, had a loyal following. The relaunch will enable PepsiCo to enhance the range of flavors and increase volumes,” remarks Darius Pandole of the founder’s family who is presently a partner at private equity firm New Silk Route Advisors Private Limited.
Duke and Sons was established in 1899. Founded by Dinshawji Cooverji Pandole, the firm manufactured aerated waters and fruit drinks, with Duke’s pineapple, ginger, raspberry, tango, lemonade and mangola remaining favorite flavors at Parsi weddings and navjotes over the course of decades! Business in a bottle had commenced from a shed in Byculla, then moved to Khetwadi; distribution by bullock carts transformed to transportation by a fleet of Ford trucks! In 1970, the Pandole family set up a new manufacturing unit at Chembur but sold out to PepsiCo in 1994.
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