Yes Coca Cola tried to kill it off (Remember Gold Spot or Citra?) But soon found that it was Pepsi who filled the gap. Coke was forced to reintroduce ThumsUp who continues to hold its sway over consumers this day. All thanks to loyalty and that Indian Flavor!
Side Note - Limca too has survived to this day, because of the fact that Coke and Pepsi don't have a similar cloudy lemon drink(!!!) in their portfolios.
