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A drink like whiskey, rum and soda – inspired by Gandhiji
"Dear Sosyo,
Whether having a delicious multi-cuisine dish or eating street food, I ask for only one cold drink, and thatâs my favorite â Sosyo! Nothing can quench my thirst except you; none can digest my food without you, and not only that - I am soaked with the pride of a proud Indian cold drink for the past ten decades.
Thank you, Sosyoâ
Such a letter is received at Hajoori & Son's office. The corporate office is packed with many such letters. Patriotism is heavily associated with easily available Sosyo.
That was the time, immediately after the first version of the Non-Cooperation movement as a part of the freedom struggle in which Surat was very active. About a year after 1922, a cold-drink company was started. The inception also happened in opposition to English cold drinks.
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In the list of Indian brands fighting against cold drinks of foreign companies, Sosyo stands on top. Drink only our own indigenous drink, have Sosyo in a glass filled with ice for original taste.
During Mahatma Gandhi's Swadeshi movement, Sosyo was established in Surat, Gujarat, in 1928. Mahatma Gandhi asked Indians to boycott foreign drinks and foreign goods, so Mohsin Hajuri had launched Sosyo as an Indian response against European drinks, especially âVimto.â Abdul Hajuri, the founder of the company, had been marketing this Vimto in India since 1923.
Mahatma Gandhi had banned alcohol everywhere in Gujarat, so in order to attract both alcoholic and non-alcoholic customers, it was initially named âWhisky No,â and it was sealed with a marble stone by âHazrat and Sonsâ. This popular drink got its current name Sosyo from the Latin word âSociasâ, which means like sociality.
One of the reasons why âWhisky Noâ became famous was - it tasted like alcohol. It was the only non-alcoholic beverage that was the right mix of whiskey, rum, and soda.
Actually, Sosyo is the first branded cola in India.
Grape, apple cider which is specially imported from Germany and Italy, and the drink that is prepared from the right mixture of blood-building agents are Sosyo. Abbas Hajuri, the manager of the plant at Sosyo Circle on Udhna-Magdalla Road in Surat, claims that Sosyo is the proven and most helpful drink to digest the multi-cuisine food of Surat.
Now Sosyo is emphasizing the process of expansion across India. Abbas Hajuri's brand awareness is also quite unique. The ordinary person is treated as the target audience with a view to making them crazy for it.
Apart from Gujarat and Maharashtra in India, Sosyo is also exported to countries like UAE, South Africa, New Zealand, Europe, and America in particular. All these exported bottles are proudly marked as âAn Indian drinkâ with our tricolor.
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