Duke and Sons Pvt. Ltd was established in 1889 in Bombay, India, as a company that manufacturedaerated waters, and fruit drinks. It was originally owned by the Pandole family, a well-known Parsibusiness name. Duke and Sons was founded by Dinshwaji Cooverji Pandole. The company used to manufacture Tango, Raspberry, Ginger, Pineapple, Lemonade and Mangola drinks under the Duke's brand. The Pandole family ran the company until 1994, when it was sold to PepsiCo. When sold, Duke's had a 55% market share in the segments it operated in Mumbai and Maharashtra. Pepsico manufactured the drinks until 2004, when it discontinued all the drinks apart from Lemonade and Mangola. The decision was based on the fact that the drinks were marketed only in western India, while Pepsico wanted to concentrate on its national brands. In December 2011, Pepsico announced that it was reviving the old flavours under the Duke's brand. Apart from reviving old drinks Raspberry soda, Gingerade and Ice-Cream soda, Pepsico announced the launch of a new drink, Mumbai Masala Soda under the Duke's brand. The relaunch included a bright new PET packaging as well as retro glass bottles in addition to an increased margin for small retailers, enticing them to prominently display the bottles in their shops. Pepsi relaunched Duke's Soda as well, as part of a strategy to increase market share with the help of regional brands. Originally, Duke's manufactured lemonade from a shed in Byculla and later at Khetwadi areas of Mumbai. Its products were distributed by bullock cart and distribution was limited to Mumbai until 1940, when the company acquired Ford trucks. By 1989, the company had 90 distribution trucks. In 1970, the company established a manufacturing unit in the suburb of Chembur, with a production capacity of 19,000 crates per shift. When Coca-Cola first launched in India in the 1950s, Duke's launched Mangola, a mango flavoured juice drink to survive competition. Duke's Gingerade was popularly used when people had eaten too much or had an upset stomach, while the Raspberry drink was a favourite at Parsi weddings as well as a children's favourite. The Duke's brand is synonymous with Irani cafés in Mumbai.
