Mukesh Ambani Faces Stiff Competition in Rs 10 Price War
Campa Cola vs Coca-Cola and PepsiCo
The Indian soft drink market is witnessing an intense battle as Mukesh Ambani’s Campa Cola competes with global giants Coca-Cola and PepsiCo in the Rs 10 price segment. These companies have launched affordable beverages to attract budget-conscious consumers.
- In February 2024, Reliance Consumer Products Limited (RCPL) expanded Campa Cola to the UAE, marking its first international launch.
- This expansion signifies RCPL’s aggressive strategy to position Campa Cola as a strong player in the market.
Notably, Mukesh Ambani’s Reliance acquired Campa Cola in 2022 and reintroduced it to Indian consumers in 2023.
Global Brands Respond to Campa Cola’s Pricing Strategy
A year after its relaunch, Campa Cola is facing renewed competition. In response to its Rs 10 pricing, Coca-Cola and PepsiCo have introduced diet and light versions of their products at the same price point.
- New budget-friendly launches include Thums Up X Force, Coke Zero, Sprite Zero, and Pepsi No-Sugar.
- This marks the first time these companies have introduced products at this affordable pricing level in India.
The Growing Soft Drink Market in India
The Indian soft drink industry has seen steady growth over the years.
- According to ICRIER, the market was valued at Rs 67,100 crore in 2019.
- By 2030, it is projected to reach Rs 1.47 trillion, making it a highly competitive space.
With such growth potential, both local and global brands are racing to capture the largest market share by launching more affordable products.
Rs 10 Price War Intensifies
Reliance isn’t limiting its low-cost beverage strategy to Campa Cola alone.
- The company introduced Spinner, a Rs 10 sports drink, in February 2024, in collaboration with Muttiah Muralitharan.
- In January 2025, RasKik Gluco Energy was launched at Rs 10 per serving.
The entry of Coca-Cola and PepsiCo into this price segment suggests a strategic move to avoid direct price cuts on their premium brands.
- Industry experts indicate that these multinational brands are waiting to see if further price reductions will be necessary.
PepsiCo’s No-Sugar Strategy
To compete in this affordable segment, PepsiCo has introduced a 200ml bottle of its sugar-free Pepsi at Rs 10.
- This launch coincided with Campa Cola’s expansion in Andhra Pradesh, a key market for both brands.
- By introducing a smaller, budget-friendly option, PepsiCo aims to appeal to health-conscious and price-sensitive consumers.
The Rs 10 price war is reshaping the Indian soft drink industry, with Reliance, Coca-Cola, and PepsiCo fiercely competing for dominance.
