Coke, Pepsi roll out no-sugar and light variants at Rs 10 to take on Ambani's Campa

Coca-Cola and PepsiCo are fighting off Reliance Consumer's Campa and also taking advantage of the rapid growth of no-sugar drinks with diet and light variants in smaller packs priced Rs 10 across their brands.

Both Coca-Cola and PepsiCo have introduced diets and lights at Rs 10 under brands-Thums Up X Force, Coke Zero, Sprite Zero and Pepsi No-Sugar. These price-points for diets and lights are a first for the India units of both soft drink makers, executives said.

By introducing these products in smaller packs at lower price points, the companies are trying to avoid price cuts on their major brands, said a senior beverage industry insider. «The multinational drinks makers are in a wait-and-watch mode on whether to reduce prices upfront nationally of their mainstay brands, which will depend on how Campa's expansion pans out,» he said.

The industry is of late witnessing a growing demand for low-sugar and no-sugar beverage options, said Sanjeev Agrawal, group chairman of MMG Group which owns one of Coca-Cola's largest franchisee bottlers, Moon Beverages. «To meet these evolving preferences, we have expanded our diets and lights portfolio beyond Diet Coke to Coke Zero, Sprite Zero and Thums X Force at prices starting from Rs 10, Rs 20 and Rs 30 and in serving sizes of 250 ml and 500 ml,» he said.

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PepsiCo introduced 200 ml bottles at Rs 10 for its no-sugar Pepsi, starting with large markets such as Andhra Pradesh.
«For Pepsi no-sugar, the '10 price starting with Andhra Pradesh is a strategic move to