The loss of his job at the Parsi-owned Turf Aerated Waters due to the closure of the company led Soly Sethna to set up his own soft drink venture in the early 1970s. He named the firm Feroze Corporation after his son. Today the firm, renamed Feroze Foods and Flavours in 1985, is a seven crore rupee business with 25 flavors of soft drink concentrates, 12 flavors of instant china grass, 16 flavoring essences and six types of jelly crystals.
The firm’s products are sold under the brand name Avan from Ava Ardvisur Banu (the yazata who presides over water). "My......