New Delhi: As the summer season sets in, the demand for goods that provide relief from heat is on the rise. Multiple companies are preparing to get into the market, vying for their share, while consumers are readying out to battle the scorching heat. In particular, the market for carbonated soft drinks is bustling with activity, as major companies like Coca-Cola strive to increase their market share.
Companies such as Campa, Coca-Cola, and Amul are constantly striving to meet the growing demand for refreshing drinks, ranging from cold beverages to buttermilk. These sector giants are working on new low-cost items to get ahead of their rivals, many are now trying to sell drinks for as low as ₹10.
A Mint analysis states that the rivalry between companies in the carbonated drinks market has certainly increased. There is a lot of competition for soft drinks, fruit juices, and even dairy products. Firms such as Amul, Parle Agro, Reliance Consumer Products, and Coca-Cola are trying to appeal to the economically conscious consumers by offering low cost products.
Mukesh Ambani’s guidance has allowed Reliance Consumer Products to reintroduce the Campa brand in India, thus creating new competition. Initially, the brand was well known for its low-cost carbonated drinks. Campa has changed the beverage market and forced competition to step up. Reliance has also introduced the ₹10 category Spinner and Rasika Gluco Drink, hence intensifying the cheap beverage market.
Not to be surpassed, Coca-Cola has sharpened its approach in this price range to offset Campa’s comeback. Aiming to appeal to a larger audience and increase competitiveness in the soft drink market, the worldwide beverage behemoth intends to sell smaller bottles for ₹10. Targeting budget-conscious consumers, Parle Agro made its move in 2021 introducing a ₹10 mini-pack of its well-liked Frooti brand.
The fight for market share increases along with temperatures. Companies innovating and pricing aggressively means that this summer will be a welcome change for customers.
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