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Thums Up – a brand of Coca-Cola India , has been slapped with a consolidated fine of Rs 12 lakhs by a court in Madhya Pradesh for ’misbranding’. Court of Additional district magistrate (ADM) and competent authority state’s Guna district issued the orders on the basis of a government’s laboratory report which said, “Common name of the artificial flavouring substance not mentioned on the liable” and it violates various sections of Food Safety and Standards Authority of India (FSSAI). Samples were collected by the food department from a retailers shop in Ruthiya village, Raghogarh area in 2015.
According to some media reports, Thums Up ranked among India’s top trusted brands in the Brand Trust Report 2012, 2013, and 2014. Also, the advertisement spending on this particular soft drink is considerably most among all other Coca Cola brands in India with brand endorsements by Bollywood’s most costly stars like Salman Khan and Akshay Kumar. Case was registered against Rajkumar Tinkar, nominee of Hindustan Coco Cola Beverage Pvt Ltd, Industrial area Rajgarh, Anit Pal – nominee – Hindustan Coco Cola Beverage Pvt Ltd, Govilej Gujarat, director transport Lucky Bagga Transport Company based at Indore and Anil Agrawal the proprietor of Anil Traders – shop located on AB Road Ruthiyayi.