Thums Up Strong 600ml — 80% Indian Value Capture

parakhi

Carbonated Soft Drinks

draft · unreviewedas of 2025-09 · numbers move

analysing

Thums Up Strong

Carbonated Soft Drinks · 600ml

Indian Value Capture

Largely Indian.

COMPOSITION97%MII

● INDIA

54% of MRP

● TAX

28% of MRP

● ABROAD

18% of MRP

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where does it go  ↓

Where does it go?

Every rupee, sliced.

Hover a slice for the source. Every line is dated, sourced, and rated for confidence.

28%

18%

17%

14%

9%

9%

8%

7%

7%

hover a slice to inspect

Item
%
₹
Origin
Confidence

GST (28%)

28%

—

Tax · India

High confidence T1

Water (carbonated)

18%

—

🇮🇳 India

Medium confidence T2

Packaging

17%

—

🇦🇪 AE

Medium confidence T3

Retailer + distributor margin

14%

—

🇮🇳 India

Medium confidence T3

Manufacturing

9%

—

🇮🇳 India

Medium confidence T3

Distribution & logistics

9%

—

🇮🇳 India

Medium confidence T3

Advertising

8%

—

🇮🇳 India

Medium confidence T3

Brand margin

7%

—

🇮🇳 India

Medium confidence T3

Brand's profit

7%

—

🇺🇸 US

Medium confidence T3

Sugar (in regular variants)

1%

—

🇮🇳 India

High confidence T1

Flavor concentrate (proprietary syrup)

1%

—

🇺🇸 US

Medium confidence T2

Artificial sweeteners (aspartame, acesulfame-K, sucralose) — diet/sugar-free variants

0%

—

🇨🇳 CN

High confidence T1

Caffeine (in cola variants)

0%

—

🇨🇳 CN

Medium confidence T2

Carbonation (CO2 / carbon dioxide)

0%

—

🇮🇳 India

Medium confidence T2

Phosphoric acid, citric acid, caramel color, preservatives

0%

—

🇨🇳 CN

Medium confidence T2

The catch

The 18% that didn't stay home.

<1%

Artificial sweeteners (aspartame, acesulfame-K, sucralose) — diet/sugar-free variants

🇨🇳China · 70%

China dominates global aspartame and ace-K production.

<1%

Flavor concentrate (proprietary syrup)

🇺🇸United States · 70%

Coca-Cola concentrate is manufactured by The Coca-Cola Company (Atlanta) and shipped to Indian bottlers; PepsiCo uses a similar global model. Often blended/finished in India.

<1%

Caffeine (in cola variants)

🇨🇳China · 80%

Synthetic caffeine — China is the dominant global producer.

<1%

Phosphoric acid, citric acid, caramel color, preservatives

🇨🇳China · 30%

Phosphoric acid and food-grade citric acid largely imported.

11%

Packaging

🇦🇪UAE · 35%🇧🇭Bahrain · 20%🇸🇦Saudi Arabia · 10%

EGA — Emirates Global Aluminium, dominant ME can-feedstock supplier to India.

Brand's profit

🇺🇸United States · 100%

Brand registered in US.

How we know

The receipts.

Every number is sourced and tiered. We grade our own confidence so you don't have to take our word for it.

How much is hard-sourced

41% Tier 1–2

41% of this breakdown rests on hard data — GST schedule, live mandi prices, trade + filings. The rest is a category-typical estimate from an unreviewed draft template — treat it as directional, not gospel.

TIER 13

Hard government data

GST notifications, import data, tariffs

TIER 22

Verified industry

Company filings, audited reports

TIER 31

Modelled estimate

Industry benchmarks + ratios

TIER 40

Honest guess

Best informed estimate; flagged as such