India’s Rs 10 soft drink market is witnessing an unprecedented surge in competition, fueled by Mukesh Ambani’s Campa Cola and rival brands like Pepsi, Coca-Cola, and Amul. As summer approaches, the demand for affordable beverages among middle-class consumers is driving innovation and aggressive pricing strategies across the industry.
The Rs 10 Price War
Reliance Consumer Products, led by Mukesh Ambani, has revitalized the iconic Campa Cola brand, offering products at competitive prices starting from Rs 10. This move has triggered a price war, with global giants PepsiCo and Coca-Cola introducing budget-friendly options like Thums Up X Force, Coke Zero, and Pepsi No-Sugar. Amul has also entered the fray with its dairy-based drinks, including Tru fruit beverages and buttermilk, priced at Rs 10.
Market Dynamics
India’s beverage market, valued at Rs 67,100 crore in 2019, is projected to reach Rs 1.47 trillion by 2030. The Rs 10 price point has become a focal strategy for brands aiming to expand accessibility to lower-middle-class consumers. This approach mirrors the “sachet model” used in other FMCG sectors, where small, affordable packs drive mass consumption.
Innovation and Sustainability
Reliance’s Campa Cola has diversified its offerings with products like Spinner sports drinks and RasKik Gluco Energy, both priced at Rs 10. Meanwhile, Amul’s buttermilk and Tru beverages are gaining traction for their affordability and nutritional value. The competition raises questions about the sustainability of such aggressive pricing strategies and their impact on profit margins.
Conclusion
The Rs 10 soft drink market is set to explode as brands vie for dominance in this lucrative segment. Mukesh Ambani’s Campa Cola has undoubtedly disrupted the industry, prompting rivals to innovate and adapt. As the battle heats up, consumers stand to benefit from a wider array of affordable and refreshing options.
