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Arcane

Stealth • 3m

Sarkari Cola? Coca-Cola, which had established itself in India in the 1950s, faced a challenge when Indira Gandhi enacted the FERA Act in 1974, requiring foreign companies to operate under local ownership and potentially reveal trade secrets. Coca-Cola tried to navigate the Act’s requirements, but in 1977 was asked to withdraw by George Fernandes, who was Minister of Industries from the Janata Party(now BJP). With Coca-Cola’s exit, many employees were left jobless, prompting the government to introduce Double Seven, a 'swadeshi' alternative drink named after the symbolic year 1977(taunting the fall of Indira Gandhi government). It was developed by the Central Food Technological Research Institute (CFTRI) in Mysore. However, Double Seven struggled to compete with established local brands like Campa Cola and Thums Up. When the Morarji Desai government collapsed in 1979 and Indira Gandhi returned to power in 1980, government support for Double Seven weakened, leading to its decline. The product eventually faded out due to market forces, its substandard taste and strong political associations.

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