Thums Up was created in 1977, after the American company Coca-Cola withdrew from India, due to regulations requiring it to disclose its formula[2] and sell 60% of its equity to an Indian company under a government plan for foreign-owned companies to share stakes with domestic partners.[3][4] The Chauhan brothers owned part of the Parle company and already had two other brands of soda, Limca and Gold Spot, which were popular in India at the time. Thums Up quickly became the most popular and achieved a near monopoly among cola products in India during the 1980s, such as Campa Cola, Double Seven, Dukes and United Breweries Group's McDowell's Crush.