Thums Up is a best-selling brand of cola in India, where its bold, red Thums up logo is common. Introduced in 1977 to offset the expulsion of The Coca-Cola Company and other foreign companies from India, Thums Up, Limca, and Campa Cola gained nationwide acceptance.

The brand was bought out by Coca-Cola who re-launched it in order to compete against Pepsi. As of February 2012, Thums up is the leader in the cola segment in India, commanding approximately 42% market share and overall 15% market share in the Indian aerated waters market.