In a bid to compete with Reliance Consumer’s Campa brand, Coca-Cola and Pepsi have launched an attempt to expand their range of sugar-free drinks at a price of Rs. 10.
Similarly, taking advantage of the high demand for low-calorie drinks, several brands are introducing Tide and Light variants at a price of Rs. 10. Both companies have introduced small packages of their Tide and Light drinks at a price of ₹ 10. These include drinks including Thums Up X Force, Coke Zero, Sprite Zero, and Pepsi No-Sugar. Also, according to a report by the Economic Times, industry executives say that this is the first time that the company is introducing Tide and Light drinks at this price in the Indian market. Strategic pricing: By offering smaller packages at lower prices, Coca-Cola and PepsiCo are trying to stabilize the prices of their core brands and avoid direct price cuts. A senior industry expert said that the multinational beverage companies are taking a cautious approach before deciding on broad pricing strategies, depending on how Campa expands its market presence, The Economic Times reported. The report also quoted Sanjeev Agarwal, group chairman of MMG Group, which is a partner bottler of Coke Cola owner Moon Beverages, as saying that there is a growing consumer appetite for low-sugar and sugar-free drinks.

To meet this demand, the brands have expanded beyond Diet Coke to include sugar-free variants such as Coke Zero, Sprite Zero, and Thums Up X Force. These are available in 250 ml and 500 ml sizes at prices of Rs 10, Rs 20 and Rs 30. Similarly, PepsiCo is moving forward by targeting key markets. Accordingly, PepsiCo has launched 200 ml sugar-free Pepsi bottles for Rs 10 in Andhra Pradesh. The plan is to compete with Campa and other regional brands, an executive said. Campa was launched in Andhra Pradesh in 2023, making it a key competitor to cola brands. PepsiCo’s owner-bottling partner, CK Jaipuria Group, operates in Andhra Pradesh, one of the largest cola markets in India. According to NielsenIQ’s retail audit data, Andhra Pradesh and Telangana together account for about 20 per cent of the country’s aerated beverage sales. Also, experts said that the Rs 10 price point is not very profitable, the news report said. As a result, Coca-Cola and PepsiCo are maintaining the current prices of their flagship products, while running consumer promotions and bundle deals on general merchandise and online platforms. According to industry estimates and NielsenIQ data, sales of low and sugar-free beverages doubled last year, reaching Rs 700-750 crore. PepsiCo’s sugar-free variants PepsiCo’s sugar-free versions contributed 44.4 per cent of its total sales volume in 2024, a significant growth compared to 40.2 per cent in the previous year. This is seen as its fastest growth in India.