Ramesh Chauhan : The Brand Builder Who Gave India Thums Up and Bisleri
***
Introduction
In the annals of Indian business history, few names resonate as powerfully as Ramesh Jayantilal Chauhan. The chairman of Bisleri International Pvt. Ltd is the visionary entrepreneur who created iconic brands like Thums Up, Bisleri, Limca, Gold Spot, Maaza, and Citra—brands that transformed every Indian into a soft drink consumer and became household names across the nation .
At 86 years old, Chauhan remains a living legend in India's FMCG sector, with a career spanning over 52 years that revolutionized the beverage industry.
***
Early Life and Education
Ramesh Chauhan was born on June 17, 1940, to Mr. Jayantilal and Mrs. Jaya Chauhan at Purandhare Hospital in Mumbai, India. Known among friends as "RJC," he holds a distinctive double major in Mechanical Engineering and Business Management from the Massachusetts Institute of Technology (MIT), returning to India at the age of 22.
His futuristic outlook, indomitable will, fiery instinct, and burning passion defined his approach to business from the very beginning.
***
The Birth of Indian Beverage Icons
Thums Up (1977) : Taste the Thunder
Thums Up was created in 1977 after Coca-Cola withdrew from India due to regulatory requirements that demanded the company disclose its formula and sell 60% of its equity to an Indian partner. Chauhan saw an opportunity and created Thums Up as a bold, fizzy cola brand tailored specifically to Indian palates.
The marketing slogan "Taste the Thunder" became synonymous with youth and energy, and Thums Up soon became the de-facto cola drink for Indian consumers, eventually beating all other colas to become the market leader.
Bisleri (1969) : India's First Bottled Water
Initially an Italian brand, Bisleri was acquired by Parle Exports in 1969 from Felice Bisleri, an Italian entrepreneur. At the age of 27, Chauhan took the bold step of introducing bottled mineral water to the Indian market at a time when buying bottled water was unheard of.
Under Chauhan's leadership, Bisleri became a brand name synonymous with mineral water, a household name, and the leader in the industry. Today, Bisleri leads the bottled water segment with approximately 60% market share, where every third bottled water sold in India is Bisleri.
Other Iconic Brands
Chauhan's vision extended beyond Thums Up and Bisleri. He created several other super brands that transformed India's beverage landscape :
- Limca (1977) : Lemon drink that became a household favorite
- Gold Spot (1977) : Orange soda that dominated the market
- Maaza (1980s) : Fruit drink that became Coca-Cola's flagship mango beverage
- Citra (1970s) : Citrus drink that gained massive popularity
***
The Coca-Cola Acquisition (1993)
When Coca-Cola re-entered India in 1993 as India kicked off its economic liberalisation process, Chauhan sold Thums Up, Limca, Gold Spot, Maaza, and Citra to the global beverages major.
The acquisition deal was reported at ₹180 crore (approximately $40 million at the time), which would be around ₹800 crore today. After this sale, Chauhan was practically "unemployed" for a while before getting back to what he does best: building brands.
***
Re-entering the Soft Drinks Market (2016)
Chauhan recreated the magic in 2016 by re-entering the soft drinks segment, launching "Bisleri POP"—a range of fun-filled soft drinks in four exciting flavours: Spyci, Limonata, Fonzo, and PinaColada. This move came 23 years after he exited the carbonated drinks business.
***
Building Vedica and Expanding Premium Water
Under RJC's able guidance, the company ventured into the Premium Natural Mineral Water segment, launching the brand Vedica, which is bottled in the Himalayas right at its source.
In 2022, at age 82, Chauhan confirmed that he was scouting for a buyer for Bisleri International, with talks ongoing with several prospective buyers including Tata Consumer Products Ltd. He denied reports that a ₹7,000 crore deal had been finalized with Tata Consumer Products.
***
Corporate Social Responsibility: "Our Social Responsibility"
One thing Chauhan has always been passionate about is Corporate Social Responsibility, which he calls "Our Social Responsibility". His firm belief is that each organization has a responsibility towards the social sector and lesser developed parts of their countries.
Key Environmental Initiatives :
- Rainwater Harvesting : Bisleri built and restored 46 check dams across the South of Gujarat till 2016, harvesting over 10 billion litres of water every year
- Plant Systems : Bisleri plants have well-planned rainwater harvesting systems giving around 7 million litres of water annually
- PET Recycling : Introduced by Chauhan in 1995, this initiative collects 600 tonnes of PET bottles annually, providing extra income for rag pickers
- Guinness World Record : Bisleri earned the Guinness World Record and Limca Book of Records in 2015 for the highest amount of PET bottles collected in 8 hours (1.1 million plastic bottles with school students)
***
Ozone Therapy Passion
Another of RJC's passions is Ozone Therapy, an inexpensive alternative to medical treatments that can be used as a preventive measure and to cure various ailments such as cancer, knee osteoarthritis, and sinusitis.
Germany has been using Ozone Therapy for over 100 years. Bisleri has trained over 650 doctors in the country, and the therapy has touched the lives of over 50,000 patients in India.
***
The Book : "Thunder Unbottled"
Chauhan's memoir, "THUNDER UNBOTTLED : From Thums Up to Bisleri", written by Patricia J. Sethi, is described as an indispensable addition to the libraries of those involved with Indian business or with an inclination to learn how Indian talent can compete with the best in the world.
***
Leadership Philosophy
Ramesh Chauhan has always been a role model and inspiration to people at Bisleri. All employees thoroughly believe in one of his favorite quotes :
"You just have to do a good job, a better job than the others, and automatically you will rise above the rest and become the best."
***
Current Status and Legacy
As of 2026, the 86-year-old pioneer has been selling packaged drinking water for over 60 years. During his career, he has introduced and managed brands like Bisleri, Vedica, Thums Up, Limca, and Gold Spot, among others.
The business world buzzed when Chauhan announced he is scouting for a buyer for Bisleri International, as his daughter Jayanti Chauhan, the Vice Chairperson of Bisleri, isn't interested in leading the empire. Chauhan stated he will run Bisleri for another two years until a new boss takes over the reign of the legacy.
***
Conclusion
Ramesh Chauhan's legacy is undeniable. From creating India's bottled water giant Bisleri to iconic soft drink brands like Thums Up, Gold Spot, and Limca, his contributions have shaped the country's beverage industry. He built these brands from scratch and became one of the biggest names in the corporate world of India.
His story is a testament to visionary thinking, innovation, and the power of building brands that resonate with consumers. As India continues to grow as a consumer market, Ramesh Chauhan's impact on the beverage industry remains a guiding example for future entrepreneurs.