The Indian cola market is heating up as Coca-Cola PepsiCo and Reliance Consumers Campa Cola go are competing in the sugar-free beverage segment. There is an increasing demand for healthier drink options these companies have launched small affordable packs of diet and light drinks priced at just Rs 10 to attract health-conscious consumers. New Sugar-Free Options  Coca-Cola and PepsiCo have launched sugar-free versions of their popular drinks including Thums Up X Force Coke Zero Sprite Zero and Pepsi No-Sugar. These beverages are now available in compact 200 ml bottles priced at Rs 10. After which healthier drink will be available to a wider audience. This is the first time that such low prices have been offered for diet drinks in India. Campa Cola’s Competitive Entry Reliance’s Campa Cola has entered the fray with its own sugar-free 200 ml bottles also priced at Rs 10. The brand also wants to create a position for itself in the competitive market by focusing on high-demand regions like Andhra Pradesh. It is one of India’s largest coal-consuming states. In response to this PepsiCo has also introduced its sugar-free Pepsi in to compete directly with Campa Cola. Cold-Drink Pricing War Although the Rs 10 price has made these drinks popular industry experts point out that such pricing is not profitable for companies. To manage costs major cola brands are not reducing the prices of their core drinks. Instead they rely on promotions bundled offers and festive discounts to maintain sales without incurring losses. Sugar-Free Market Growth The sugar-free beverage market in India has been growing at a faster rate. In 2024 sales of sugar-free and low-sugar drinks doubled reaching Rs 700-750 crore. According to Varun Beverages a PepsiCo bottling partner low-sugar and sugar-free drinks now account for 44.4% of PepsiCos sales in India which is a rise from 40.2% in the previous year. This trend is primarily in urban areas where consumers are becoming more health-conscious.