Reliance Consumer Products Ltd.’s Campa Cola relaunched in 2022 is disrupting India’s fizzy drinks market. Recently Campa Cola has gained significant traction by offering a range of pack sizes and flavors at prices lower than established players like Coca-Cola and PepsiCo. Campa Colas unique strategy of affordability has allowed it to carve out a niche in the highly competitive soft drink sector. The brand’s competitive advantage lies in its value-oriented pricing which has forced larger rivals to rethink their strategies. Pricing Wars In Campa-Cola & Pepsi Coca-Cola Nuvama Institutional Equities recently released a note titled “Cutting Multiple Due to Campa Cola Risk” expressing concerns over the impact on companies like Varun Beverages and Tata Consumer Products. To counter Campa Colas aggressive pricing Coca-Cola India has reduced the price of its 400 ml bottle by ₹5 bringing it down to ₹20 to match Campa Cola’s 500 ml PET bottle. This pricing adjustment initially implemented in southern states highlights Coca-Colas attempt to stay competitive in a market where budget-friendly options are gaining popularity. Similarly PepsiCo has also ramped up consumer promotions across grocery stores and quick-commerce platforms showing how Campa Cola’s entry is reshaping marketing strategies industry-wide. According to Nuvama Varun Beverages Ltd. (VBL) PepsiCos bottling partner is facing the most significant impact. Campa Colas 500 ml PET bottle is priced at just ₹10 compared to VBLs ₹20 which is attracting price-sensitive consumers. Although VBL has improved its go-to-market strategies the challenge posed by Campa Colas value pricing is difficult to ignore. VBL is responsible for bottling Mountain Dew Mirinda 7Up and Gatorade in India which are now under pressure due to this new competition. Mukesh Ambani Competition To Tata Consumer  Tata Consumer Products Ltd. (TCPL) has also been affected particularly its NourishCo Beverages portfolio which includes products like Tata Gluco Plus and Tata Water Plus. To fight the competition TCPL plans to launch new flavors pack sizes and formats for Gluco Plus starting in November aiming for a return to 25-30% growth for NourishCo by Q3 of the current financial year. Nuvama’s analysis suggests that many investors have underestimated Campa Colas potential initially citing taste as a barrier. However in India’s price-sensitive FMCG landscape affordability attractive packaging and extensive distribution networks often outweigh taste.