In a strategic move to strengthen their position in the Indian beverage market and counter the growing challenge posed by Mukesh Ambani’s Campa Cola, Coca-Cola and PepsiCo have launched new no-sugar and light variants priced at an attractive Rs 10. This initiative is aimed at appealing to health-conscious consumers and tapping into the rapidly growing demand for low-calorie and sugar-free drinks in the country. The affordable price point of Rs 10 is particularly significant, as it targets the vast price-sensitive segment of the market, including young adults and lower-income groups, who are increasingly looking for healthier beverage options without compromising on taste.

The launch of these new variants comes at a time when Reliance Industries, under the leadership of Mukesh Ambani, is aggressively promoting Campa Cola as a nostalgic Indian brand with a modern twist. With its competitive pricing and strong distribution network through Reliance Retail stores, Campa Cola has already made significant inroads into the market. In response, Coke and Pepsi are leveraging their well-established brand equity, extensive supply chains, and deep-rooted consumer loyalty to maintain their market share.

Coca-Cola’s new offering under its Coca-Cola Zero Sugar label and PepsiCo’s Pepsi Black are designed to cater to the evolving preferences of Indian consumers who are increasingly conscious of their sugar intake but still enjoy the occasional indulgence of a carbonated drink. By launching these products at the Rs 10 price point, the companies aim to make premium, healthier variants accessible to the masses, thereby expanding their consumer base beyond urban centers to semi-urban and rural markets.

Additionally, this move aligns with their broader global strategy of diversifying their portfolios with healthier alternatives as consumers worldwide shift away from sugary drinks. While the Indian market has traditionally been driven by regular cola sales, the increasing health awareness among the population presents a lucrative opportunity for no-sugar and light variants.

Coca-Cola and PepsiCo are also investing heavily in marketing campaigns and partnerships to promote their new products. From catchy slogans to endorsements by popular celebrities, they are pulling out all the stops to ensure their light variants gain popularity among the youth and health-conscious consumers. The next few months will be crucial as these beverage giants battle it out to retain their dominance in the ever-competitive Indian market.