NEW DELHI: Kolkata-based ITC has opened a new front in India’s famed cola wars, traditionally waged by Coca-Cola and PepsiCo. The Indian company’s latest coconut-based carbonated drink has reignited interest in the country’s soft drinks market, currently dominated by the two US giants that control nearly 90% of the market.
Reliance Industries-owned desi brand Campa Cola, a distant third player, has been unable to make inroads into this highly entrenched market. ITC’s entry will add another layer of competition but may not disrupt the market.
According to sources, ITC’s B Natural Coconut Cola lacks the conventional ‘fizz’ needed to make significant headway in the fiercely contested cola segment. Interestingly, ITC is not trying to compete with established cola brands; instead, it wants to create an entirely new category by blending coconut water with cola flavour. The drink is positioned as a healthier alternative, with lower calories and no added sugar.
Industry executives point out that ITC has stayed away from the aggressive price wars. B Natural Coconut Cola is priced at `60 for a 250 ml can, compared with `38 for a 300 ml can of Coca-Cola.
“It is being marketed as a premium product,” said the spokesperson for a quick-commerce platform. The product is available only on select quick-commerce platforms.
A brokerage analyst tracking ITC said the launch is part of the company’s strategy to introduce innovative beverages, including Breakfast Smoothie with Oats, Mango Smoothie with Chunks and Berry Smoothie with Chia Seeds.
Reliance recently said that Campa Cola, the iconic brand revived by Reliance Consumer Products Ltd, has become one of India’s top four carbonated beverage brands in less than two years of its relaunch. According to RCPL, Campa recorded annual revenue of `4,700 crore in FY26, making it India’s fourth-largest carbonated drinks brand.