Both companies have launched ₹10 packs for their diet and light beverages, including Thums Up X Force, Coke Zero, Sprite Zero, and Pepsi No-Sugar. Industry executives mention that this is the first time their Indian units have introduced diet and light drinks at this price point, according to a report by The Economic Times.
By offering smaller packs at lower price points, Coca-Cola and PepsiCo aim to sustain the pricing of their core brands without direct price cuts. A senior industry expert noted that these multinational beverage companies are taking a cautious approach before deciding on broader pricing strategies, depending on how Campa expands its market presence, The Economic Times report mentioned.
The news report quoted Sanjeev Agrawal, group chairman of MMG Group, which owns Coca-Cola’s franchisee bottler Moon Beverages, as saying that there is a growing consumer preference for low- and no-sugar beverages. To meet this demand, the brands have expanded their no-sugar offerings beyond Diet Coke to include Coke Zero, Sprite Zero, and Thums Up X Force in price points of ₹10, ₹20, and ₹30, with serving sizes of 250 ml and 500 ml.
PepsiCo has launched 200 ml no-sugar Pepsi bottles at ₹10, beginning with Andhra Pradesh, a major soft drink market. An executive familiar with the strategy stated that this move aims to challenge Campa and other regional brands.
