To compete with Mukesh Ambani-owned Reliance Consumer’s Campa Coca-Cola and PepsiCo have made a big move by introducing no-sugar drinks in diet and light variants at an affordable price of Rs 10. The companies aim to capitalize on the growing demand for no-sugar beverages. Both soft drink giants have launched these variants under popular brands such as Thums Up X Force Pepsi No-Sugar Coke Zero and Sprite Zero marking the first time diet and light drinks are available at such competitive prices in the Indian market the Economic Times reported citing an executive. Trying To Avoid Price Cuts Companies are introducing smaller packages of their products at lower prices to prevent having to cut prices on their flagship brands according to a senior insider in the beverage industry. He noted that multinational beverage manufacturers are currently assessing whether to lower prices nationally for their key brands which will depend on the success of Campas expansion. Additionally there has been an increasing demand for low-sugar and no-sugar beverage alternatives as highlighted by Sanjeev Agrawal chairman of MMG Group which operates one of Coca-Colas largest franchise bottlers Moon Beverages. To cater to these changing consumer preferences the company has broadened its diet and light product offerings including options like Coke Zero Sprite Zero and Thums X Force with prices starting at Rs 10 Rs 20 and Rs 30 available in 250 ml and 500 ml sizes. The Launching PepsiCo has launched 200 ml bottles at Rs 10 for its no-sugar Pepsi starting with Andhra Pradesh. For Pepsi no-sugar the 10 price starting with Andhra Pradesh is a strategic move to counter Campa and B-brands. Andhra is also where Campa made its debut in 2023 another executive stated who knows the development. It is note worthy that Andhra Pradesh is one of the largest cola markets in the India. PepsiCos operations are managed by the franchisee bottling partner CK Jaipuria group. As per the available data from NielsenIQs retail audit the Telugu-speaking regions such as Andhra Pradesh and Telangana represent almost 20 percent of the sales of carbonated beverages in India. Meanwhile Campa has launched the products across India at a starting price at Rs 10 for 200 ml bottles in offline stores. A senior insider in the beverage industry mentioned that the Rs 10 price point is not sustainable for companies. The executive noted that companies are keeping their core product prices stable while also implementing occasion-based promotions and bundling offers in both traditional retail and quick-commerce platforms. Additionally sales of no-sugar and low-sugar beverages and juices reportedly doubled last year reaching around Rs 700-750 crore according to industry executives who referenced internal estimates and NielsenIQ data. In 2024 low-sugar and no-sugar beverages accounted for 44.4 percent of PepsiCos sales volume an increase from 40.2 percent the previous year marking the highest growth recorded in India as reported by its bottling partner Varun Beverages. This rise in demand is particularly noticeable in urban areas where consumers are thought to be more conscious of healthier options.