Notes from the Archives- 1 “ Satattar”, A soft drink manufactured and marketed by Indian Government!

Pic Courtesy : The illustrated Weekly of India, April 1982

“Made in India” and “ Aatm Nirbhar Bharat” are the words we often hear nowadays, especially after the showdown with China at the borders, but do you remember ( Millennials and Get Z are excused ) a soft drink brand that was manufactured and marketed by Indian Government?

After the withdrawal of Coca Cola and PepsiCo from India in 1977 due to regulations, lot of ‘Desi’ brands got launched. During that time the then ruling Janata Party led by Sri Moraji Desai, launched “ Double Seven” at the annual trade fair at Pragati Maidan, New Delhi.

The name

The name of the soft drink was “Satattar” means 77 in Hindi, yes the year was 1977, when national emergency was declared by Ms Indira Gandhi, later she was defeated in the elections and Janata Party came into power.

The first soft drink?

Do you remember the first soft drink you tasted? mine was Thums Up. I still get the strange sensation of the aerated water gushing through my throat.
What was yours?

Leave a Reply

Your email address will not be published. Required fields are marked *