New Delhi, June 27, 2025.

Thums Up XForce, the latest sensation from the house of India’s iconic billion-dollar homegrown brand, Thums Up, has disrupted the zero-sugar drinks category, bringing the most thunderous experience of consuming a zero-sugar beverage to the young consumers.Before its launch, Thums Up XForce generated massive buzz with over 100,000 pre-bookings. Since debuting in March, it has quickly made its strong presence felt in India’s Diet and Light beverage category.

Even after 50 years since its launch, Thums Up continues to bring disruption into the category with innovative launches and marketing strategies. With its unmatched bold taste, Thums Up XForce embodies the brand’s signature spirit of “All Thunder,” offering consumers the same Thums Up experience without any sugar or calories.

But XForce isn’t onlyaboutwhat’s inside the can. Sleek, modern, and instantly recognizable, its edgy, youthful design is a boldstatement. The packaging captures the essence of Thums Up’s adventurous personality, positioning Thums Up XForce as “Thunder in a Can,” a symbol of the classic Thums Up confidence.

Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and Southwest Asia, said,“Our strategy with Thums Up XForce is all about responding to changing consumer behaviors, especially the rising demand from young adults for bold, authentic experiences without settling or compromise. By innovating within our homegrown brand, we’re extendingThums Up’s legacy and stepping confidently into the fast-growing zero-sugar category. This consumer-first mindset helps us lead the market with a product that truly connects, while meeting the evolving lifestyle preferences of today’s generation.”