South Asia Investor Review

Music is aiding Coke in its fight against Pepsi in the cola wars in Pakistan. By sponsoring "Coke Studio," a local version of "MTV Unplugged", Coke has gained significant market share at Pepsi's expense, according to a report in the Wall Street Journal . While Coke now claims 35% of all cola sales in Pakistan, Pepsi's market share is now down to 65% from a high of 80% in 1990s which was achieved mainly through sponsorship of cricket in Pakistan . Coke Studio, sponsored by Coca Cola Pakistan, is a one-hour show that features musicians playing a distinct blend of fusion music that mixes traditional and modern styles. Helped by the media boom in Pakistan , the show has had dramatic success since it was launched three years ago. A Wall Street Journal story says that Coke Studio is now carried by 27 channels, including regional Sindhi- and Pushto-language channels, where entertainment tends to be more orthodox. The show’s Facebook page has about 200,000 fans and ...

In late 1970s when I was in graduate school in New Jersey, the late prime minister of India, Mr. Morarji Desai , was the focus of a CBS 60-minutes interview extolling the virtues of drinking urine. It provided Pakistani students an opportunity to embarrass our fellow students and friends from India. When our Indian friends showed up for a visit, my roommate politely asked them whether they would like to have "coffee, tea or pee". It was all in good fun and we all laughed it off. Fast forward thirty years. The joke appears to be turning into reality with the expected launch of a drink "Gau Jal" in India. It is being touted as the " Hindu Nationalists' answer to Coke" by the RSS. "Don't worry, it won't smell like urine and will be tasty too," Om Prakash of the RSS told The Times from his headquarters in Hardwar, one of four holy cities on the River Ganges. "Its USP will be that it's going to be very healthy. It won't be ...