Competition has intensified in India's carbonated soft drinks (cold drinks) market. Now ITC has also launched premium sugar-free cola. Along with this, the company has made preparations to challenge global giants like Coca-Cola and PepsiCo like Reliance Industries.
ITC has introduced Coconut Cola under its B Natural beverage brand. This drink has been prepared from coconut water. At present the company is selling it on the Quick Commerce platform as a pilot project. After this it will be launched in the entire country. The company is eyeing India's rapidly growing diet cola segment.
ITC is preparing to add new flavors and variants to its carbonated drinks portfolio in the coming time. Company Chairman and Managing Director Sanjeev Puri said that ITC will expand its beverage business through new flavours, different variants and different pack sizes.
He said that the company will focus on increasing sales through e-commerce, modern trade and traditional retail channels. He says that India's beverage market is very big and ITC's focus will be on the premium segment.
The demand for sugar-free and low-sugar beverages is increasing rapidly in the country. People are now choosing healthier options than before. Its effect is visible on both carbonated and non-carbonated drinks.
For example, PepsiCo's bottling partner Varun Beverages reported in the March quarter that 63% of its total sales came from low-sugar and no-sugar drinks.
ITC has kept the price of its 250 ml Coconut Cola at Rs 60. Whereas a 300 ml can of Diet Coke and Pepsi Black Zero Sugar is available for Rs 40. Packs of Rs 10 and Rs 20 are also available in some markets.
Two years ago, Reliance started a price war by relaunching the Campa brand and selling a 200 ml bottle for just Rs 10. After this, other companies also had to reduce prices, which affected the entire beverage market.
In the financial year 2025-26, the gross revenue of Reliance's FMCG business increased to Rs 22,000 crore, which is double than a year ago. Beverage business had a big contribution in this. The Campa brand alone registered sales of more than Rs 4,700 crore.
Reliance Retail Director Isha Ambani had recently said that Campa has given a tough challenge to the companies that have dominated the market for decades and has now become the fourth largest carbonated soft drink brand in the country.
For ITC, the B Natural brand was facing tough competition from Dabur and PepsiCo in the juice and nectar segment. In the last one year, the company has started developing B Natural as a major beverage brand instead of just a juice brand. Under this, new products like sugar-free, low-calorie fruit drinks, high-protein smoothies, juices without added sugar and coconut water have been launched in the market.
