 But first let's talk about the man who came, who saw and who conquered and then he gave it all away. Ramesh Johan is credited with building the Erated Drinks market in India. More than two decades ago at a time when Thumbs Up had more than 70% market share in the Indian soft drinks business, Johan had actually exited. He sold it with top brands like Citra, Goldspot, Mazda and Limca, all of which were then Pali products and all of them were sold to the mighty Coca-Cola. 23 years later he's back in the game, spitting his Bistlery Pop range of fizzy drinks against the might of the global giants, many of whom of course are his old rivals. So how is he likely to fare? That's a top story. He rose like a phoenix despite selling his well-entrenched range of carbonated beverages to Coca-Cola in 1993, tirelessly rebuilding his fortunes around Bistlery. But the question is can the cola king of the 90s recreate his magic now that he's re-entering the 14,000 crore soft drinks market with his new range of aerated beverages called Bistlery Pop? It's not the best phase for the carbonated drinks industry which is witnessing a very sluggish growth. Even Coca-Cola was supposed to shut down three manufacturing units due to lack of demand. The increasing health consciousness in the country and the growth of fruity drinks is clearly taking the fizz out of these aerated beverages. Can Ramesh Chauhan change the dynamics of this industry? One he himself was skeptical of entering six months ago. Good point. See, we are not making a cola. What we are making is a spicy cola. Now that is a variant which consumers according to us would love it because we don't like anything straight. We like everything with some masala on it. Good fruits is there. You put some chaat masala. So, here is an opportunity of giving people something different. See none of our four flavors are like any other flavor which is there in the market. And we are looking for a excitement among the consumers who are bored with the same old cola, same of orange, same old lemon lime. Even our Limonata doesn't taste like Sprite or 7up. Somebody says it tastes like Citra. I said you seem to have a damn good memory. Something which was discontinued how many years ago. Interestingly, Chauhan's re-entry into the soft drinks market comes at a time when Coca-Cola, the number one player in the market today, has just launched its fruit with fish drink called Fanta Green Mango. As Bisturi Pop prefers to counter Fanta Green Mango in the market, it will be interesting to find out who eventually has the advantage in this game. My approach to more players is welcoming because I believe that because the per capita consumption in the carbonated space is low, more players coming in creates more awareness around the category, creates more zing around the category and everybody benefits. So I do not feel threatened by the entry of any new player. I believe there is a room for everybody to prosper and grow. Post acquiring Parle beverages in 1993, Coca-Cola fizzled out some of the brands nurtured by Chauhan like Goldspot and Citra to make way for Coca-Cola's international brands like Fanta and Sprite. But now more and more companies are creating innovative drinks to suit Indian tastes. Another competitor PepsiCo is localizing its 7up brand by launching a new flavor, 7up Mimbo's Masala Soda. But Bisturi feels it clearly has an advantage here. We have definitely a bigger advantage because we've not been in this for a long time. I feel like it's more exciting to see a company that has been doing water now suddenly come into carbonated soft drinks I think would create more of a buzz. In terms of sales figures we'll have to wait and watch. We have made a conscious effort that our cola contains no caffeine and no phosphoric acid which is what is very unhealthy for you and which most colas will contain. So we are taking the steps that we can in making sure that our products are good. But yes the trend is definitely going towards a healthier lifestyle and a healthier diet. But so far the response has been really great towards Bisturi Pop and towards all our flavors so I'm quite excited to see how this is going to progress. While both Bisturi Pop and Fanta Green Mango campaigns are yet to hit TV screens one would expect some epic advertising as has been the trend in this category. The addition of Bisturi to the carbonated beverages market will definitely open up a new frontier in the existing cola adverts between Coca Cola and PepsiCo. It's interesting that Bisturi is coming out with its own cola and I think the entire suffering market is going to heat up during summer. I'm not sure whether Bisturi will be able to match the width and depth of distribution which Coca Cola company has today. But who knows what happens in the future. So it's going to be fun in the advertising business because there's going to be an advertising bar once again. The consumers are going to probably have a good time finally and that's what marketing is all about. Bucking the trend Chauhan plans to launch a joint campaign for all the four drinks as opposed to giving them separate identities in the first leg of the advertising journey. It will largely be focused on the digital medium and OOH the creatives for which are being handled by Soho Square and Foxy Moron. The founders of Thumbs Up have created products which will now stand in direct competition to their iconic brand currently owned by Coca Cola. I'm a very small time player in the carbonated beverage and our infrastructure and in terms of facilities for carbonated beverage is quite low. So we are not going to be market shaker. We are going to try and create niche market and unique flavors that too big and way ahead of us in terms of yours. So to think that way would be disastrous for us. See you look for opportunities and you look for your strengths. Now we feel that we have got a good distribution setup and managerial setup to handle soft drinks because earlier Mr. He was very small. Now with what Mr. He is today I think we can proudly say at many places we outsell Coke and Pepsi but that aside you have to be ready for it to enter into a field and you don't enter a field as a defense mechanism. At a time when the two top beverage makers in the country Coca Cola and PepsiCo are in the pincer grasp of local soft drink makers the entry of Bistleri International is guaranteed to stir up the marketplace. While the local players have cornered around 10 to 15% of the market with lower priced products the question is can Ramesh Shahan and his competitively priced Bistleri pop wean them away or does he intend to play a bigger game and cannibalize on the market share of the cola giants one just has to wait for summer to begin and a thirsty market. Right so while Ramesh Shahan is back with all that fears the question is can Bistleri pop turn out to be the big disruptor for the Indian cola market that's a space we'll be watching very closely but right now we take a quick break when we return we talk to the man who runs the Polish cosmetics brand Inglot chairman Dr. Inglot is joining us in the studio here to talk us through how they're planning to ramp up the brand's presence in India that's coming up in a moment to stay with us.