Cracks in cola kingdom: India's duopoly faces biggest test in decades

India's cola market is undergoing a significant transformation, moving beyond the traditional Coca-Cola vs. PepsiCo rivalry. Reliance's Campa revival ignited a price war, while ITC's new premium, sugar-free coconut cola signals a shift towards health, premiumization, and niche offerings. This evolving landscape caters to health-conscious consumers seeking alternatives, indicating a more dynamic and diversified future for the Indian beverage sector.

Raccontata daeconomictimes.indiatimes.com