Adapting to Post-Revolution Challenges
Following the 1979 revolution, Khushah faced a rapidly changing regulatory and economic environment. In 1984, the Iranian government imposed a ban on the import of Coca-Cola and other foreign products, forcing Khushah to innovate and adapt. The company turned to local expertise and began producing its soft drink formula, which closely resembled Coca-Cola in taste and quality.
Khushah capitalized on the existing market demand and introduced its version of Coca-Cola under the brand name Mashhad Soft Drink. This strategic move allowed the company to maintain its market share and build consumer trust. The decision to localize production and branding proved successful, enabling Khushah to distribute its products efficiently across Iran and solidify its position as a market leader.
Khushah’s Production Facilities
Khushah’s production network spans multiple cities, each contributing to the company’s extensive output. The factories in Mashhad, Tehran, Tabriz, Qazvin, and Shabestar are equipped with advanced technology, ensuring consistent quality across all product lines. These facilities employ thousands of skilled workers and support the local economies of their respective regions.
The Mashhad facility, being the oldest and largest, serves as the heart of the company’s operations. It plays a critical role in product innovation, research, and development. Meanwhile, the factories in other cities focus on mass production and distribution, ensuring that Khushah products are accessible to consumers in even the most remote areas of Iran.