Commemorating its 50th year in India, Limca – The Coca-Cola Company’s home-grown brand today launched aspecial edition of Limca Book of Records (LBR) that marks 30 completed years of India’s favorite book of records. This year’s edition honors and celebrates the undefeated spirit of COVID-19 frontline warriors who have courageously led the battle against the pandemic, with a spotlight on their selfless acts of kindness along with showcasing the extraordinary talent and achievers across the country as always.
This year’s Limca Book of Records is a combined edition of two challenging years and celebrates stellar victories and accomplishments in human endeavor, structures, education, defense, government, science and technology, adventure, business, cinema, the natural world, literature, and the arts. Featuring over 4,000 records, the latest edition has masterfully leveraged distinct display pages, reader-friendly infographics, and charts to make it more visually appealing. Along with fascinating new records, the 2020–22 edition also includes Record Rewind capsules of earlier recordsand Super 30features highlighting milestones and achievements over the past three decades.
This edition of LBR, marking 30 inspiring years,coincides with brand Limcacommemorating 50 years since its inception in 1971. Limcahas a deep-rooted connection with India and is widely acclaimed for its unparalleled ability to quenchthirst and instill a feeling of freshness.Limca’s brand evolution and new positioning acknowledges and applauds the ‘doers’ in life and their relentless spirit of moving ahead and looking forward no matter how difficult the circumstances. This aligns well with the book’s special COVID-19 feature, which captures milestones, compassionate actions, and innovative ideas that echo the very spirit of the Limca Book of Records – persistence, resilience and triumph in the face of all odds.
Adding to this, Vijaya Ghose, Editor Emeritus, LBR, said,“This year’s edition of LBR marks a great milestone –50years of Limca and the 30yearsof the book! Right from its inception, LBRreceived instant recognition across multiple fields and instilled a ray of hope among people. The first edition of LBR was released in Mumbai in 1990 and was a complete sell-out with the who’s who attending the launch. It’s a tribute to our prestigious records and record holders.”
Speaking about the launch, Thomas Abraham, Managing Director, Hachette India(and former project editor LBR 1988–94), said, “Despite the interruptions and disruptions of the past two years, the Limca Book of Records is back and is celebrating a landmark. I am particularly delighted that I was part of this journey from inception of the book and am now once again a part of its journey as it leaves 30 editions behind. India at its best marches on.”
Commenting on the launch, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and SouthWest Asia, said, “Over the last one and a half years we witnessed some of the most awe-inspiring stories, which restored our faith in humanity despite it being one of the most challenging times in human history. Limca Book of Records is seen as a comprehensive chronicle of India’s remarkable facets and successes.Featuring the extraordinary record holders has been a privilege for us.Limca pays ode to the doers and signifies its role as an enhanced hydration offering to provide full body rejuvenation and energy for every situation. The brand will continue to evolve and explore new avenues and meaningful associations.”
A few highlights from this edition of the book are the Vande Bharat mission that became the world’s largest repatriation exercise, while Noccarc Robotics, a start-up by Nikhil Kurele and HarshitRathore developed low-cost portable ventilators; Bharat Biotech in collaboration with the Indian Council for Medical Research developed Covaxin while the Serum Institute of India manufactured Covishield, both approved vaccines that join the gallery of accomplishments on display in the Limca Book of Records.
This edition also celebrates the astounding achievements of India’s green warriors – who looked beyond themselves, to focus on the environment and our planet – in a new environment and sustainability section. They steered sustainability campaigns, focused on waste management, and undertook recycling and other environment-friendly missions. Besides the ‘Environment and Sustainability’ and ‘Combating Covid-19’ sections, the book also contains sections on ‘100 Years of India at the Olympics’, Thrilling 30s’ and ‘Our States and Union Territories’. The book is available at a special price of INR 550/- exclusively in the Indian subcontinent.
About Limca Book of Records
Limca Book of Records is an extension of the Limca brand. Launched in India in 1990, it is the proud Indian equivalent of Guinness World Records. From then on there has been no looking back. The book has not only achieved this objective but also become a readyreckoner for those who intend to break limits.
Over the decades, LBR has successfully identified people who have the spirit to excel and follow their goal with single-minded passion. It lays emphasis on the unique achievements of our citizens and salutes all those who want to do something different and be remembered for their distinctive feats. Having been the first of its kind in the country, this book has been an instant hit with people from all generations.
The book has been well received over the years and the proof can be seen in the ever-increasing number of recordholders and recordbreakers who approach the book each day. With this special edition, it has yet again charted another era of human innovativeness and excellence within its covers.
For more information, please visit: www.coca-colaindia.com/limca-book-of-records
About Coca-Cola India
Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high-quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola No Sugar, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid range of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia range of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country, withThums Up and Sprite being the top two selling sparkling beverages
The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives under World Without Waste, Fruit Circular Economy, water stewardship, women empowerment and many others.