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To compete with Reliance Consumer’s Campa, beverage majors Coca-Cola and PepsiCo are expanding their ‘no-sugar’ lineup.
They are also leveraging the increasing demand for low-calorie drinks by introducing diet and light variants in smaller packs, priced at ₹10 across multiple brands.
Both companies have launched ₹10 packs for their diet and light beverages, including Thums Up X Force, Coke Zero, Sprite Zero, and Pepsi No-Sugar.
Industry executives mention that this is the first time their Indian units have introduced diet and light drinks at this price point, according to a report by sources
By offering smaller packs at lower price points, Coca-Cola and PepsiCo aim to sustain the pricing of their core brands without direct price cuts.
A senior industry expert noted that these multinational beverage companies are taking a cautious approach before deciding on broader pricing strategies, depending on how Campa expands its market presence, said a report.
PepsiCo’s franchisee bottling partner CK Jaipuria Group operates in Andhra Pradesh, one of India’s largest markets for cola beverages. Retail audit data from NielsenIQ indicates that Andhra Pradesh and Telangana together account for nearly 20 per cent of the country’s aerated drink sales.
The news report quoted experts as saying that the ₹10 price point is not highly profitable. As a result, Coca-Cola and PepsiCo are maintaining existing prices for their primary products while running consumer promotions and bundling deals in general trade and online platforms.
According to industry estimates and NielsenIQ data, sales of low- and no-sugar drinks doubled last year, reaching ₹700-750 crore.
PepsiCo’s no-sugar variants contributed 44.4 per cent to its total sales volume in 2024, a significant increase from 40.2 per cent the previous year, marking its fastest growth in India.
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