Coke, Pepsi Take on Campa with ₹10 No-Sugar Drinks in Competitive Cola Battle

The cola wars in India are heating up as Coca-Cola and PepsiCo go head-to-head with Reliance Consumer’s Campa. Both beverage giants are stepping up their game by launching pocket-friendly ₹10 packs of their no-sugar drinks across key markets. This move marks a significant shift in strategy as they aim to capture the growing demand for low-calorie beverages.

For the first time, Coca-Cola and PepsiCo have introduced diet and zero-sugar drinks in affordable, small-sized packs. Coca-Cola is rolling out ₹10 packs of Coke Zero, Sprite Zero, and Thums Up X Force, while PepsiCo is countering with its ₹10 Pepsi No-Sugar bottles.

Small Packs, Big Strategy

Industry insiders say this is a tactical move to boost sales without slashing prices on their core brands. By offering smaller, budget-friendly packs, both companies are keeping a close eye on how Campa's expansion plays out before making larger pricing decisions.

“There’s a growing trend among consumers toward healthier, no- and low-sugar options,” said Sanjeev Agrawal, Group Chairman of MMG Group, which owns Moon Beverages, a key Coca-Cola bottling partner. To meet this demand, Coca-Cola is now offering its no-sugar beverages at multiple price points – ₹10, ₹20, and ₹30 – in pack sizes of 250 ml and 500 ml.

PepsiCo Focuses on Andhra Pradesh

PepsiCo is starting its push in Andhra Pradesh, one of India’s biggest soft drink markets, where it has launched 200 ml no-sugar Pepsi bottles at ₹10. The move is aimed at directly competing with Campa Cola, which entered the Andhra Pradesh market in 2023 and has become a formidable challenger.

The region, along with neighboring Telangana, accounts for nearly 20% of India’s total aerated drink sales, according to NielsenIQ data. PepsiCo’s bottling partner, CK Jaipuria Group, operates heavily in the state, making Andhra Pradesh a key battleground.

Profit Margins Under Pressure

While the ₹10 price point is seen as a smart way to attract budget-conscious consumers, it isn’t the most profitable strategy. To balance the margins, both Coca-Cola and PepsiCo are sticking to regular pricing for their larger pack sizes while offering promotions and combo deals in traditional stores and online.

Low- and no-sugar beverages are clearly gaining ground. Industry estimates suggest the segment doubled its sales last year, reaching ₹700-750 crore. PepsiCo, in particular, has seen a sharp rise, with no-sugar variants making up 44.4% of its sales volume in 2024 – up from 40.2% the year before.

The battle for India’s soft drink market is clearly shifting gears, with health-conscious consumers and regional competition setting the tone for the next big cola clash.