f you have not seen or heard the commercials of one asli thanda, you have really missed something. After all, it is our very own desi-cola manufactured by the Alwar-based paan masala and gutka maker Jayanti Group, that aspires to make a niche for itself.

Set up with an investment of Rs 7 crore, Jayanti Cold Drinks was introduced initially in pockets of Rajasthan in April 2003. It was soft launched in Delhi, Haryana and Uttar Pradesh this May. Jayanti comes in five flavours - cola, orange, lemon, fruit beer and jal jeera and is competitively priced at Rs 5 for a 300-ml bottle, Rs 10 for a 500-ml and Rs 25 for a 2-litre bottle. (Coca-Cola comes at Rs 5 for 200 ml, Rs 15 for 500 ml and Rs 35 for a 2-litre bottle.) ... more