date:Sep 25, 2012
athan, a brand communication specialist who teaches marketing management at IBS Bangalore.
Cut to Surat, where Hajoori Sons has been making a flavoured fizzy beverage called Sosyo since 1957 (the Hajooris began in beverages in 1923). Cola MNCs tried their best to kill Sosyo but it has survived, says Aliasgar Hajoori, a 25-yearold fourth-gen director at the family-run firm. Hajoori claims the cider-based Sosyo runs neck and neck with Pepsi and is ahead of Coke with a share of roughly 30% in Guj