Rs 10 to beat the heat: Campa, Amul, Pepsi, Coca Cola Opt For Aggressive Pricing to Capture Beverage Market

To compete against Mukesh Ambani's competitively priced Campa Cola, other beverage companies like Amul, Cola, Pepsi, and Smoodh have launched their budget-friendly beverages below Rs 10. With the onset of the summer season, companies are betting big by launching a wide range of affordable drinks from buttermilk, shakes, and fizzy sodas to fruit juices.

Levelling up their game, Coca-Cola and PepsiCo have also brought diets and lights for people at the price of Rs 10. Thumbs Up X Force, Coke Zero, Sprite Zero and Pepsi No-Sugar have been launched as a budget-friendly alternative for health-conscious people.

Rs 10 drinks set to boost India's 'sachet economy'

The heightened interest of beverage makers in selling drinks below a price of Rs 10 is akin to FMCG's (fast-moving consumer goods) penchant for the "sachet model", where these companies sell consumer goods in small and affordable packs.

Sachets account for a major chunk of sales of consumer products like shampoo, biscuits, detergents, etc. Similarly, the onset of summer is likely to provide beverage manufacturers with an opportunity to earn profit from their Rs 10 budget-friendly drinks.
As the "sachet model" democratises consumption and makes premium goods accessible to a broad base of consumers, similarly these budget-friendly versions of branded drinks carry the potential to become popular among the masses.

PepsiCo, Coca Cola launch Rs 10 no-sugar Pepsi

To meet the evolving preferences of customers, PepsiCo and Coca Cola have launched diets and light portfolio drinks beyond Diet Coke to Coke Zero, Sprite Zero and Thums X Force. These drinks are available at a cost starting from Rs 10, Rs 20 and Rs 30 and in serving sizes of 250 ml and 500 ml, reported Economic Times.

Campa Cola fixes price at Rs 10

Taking on the beverage market with its predative pricing strategy, Reliance is selling several Campa Cola products at a price of Rs 10 for 200 ml bottles. Campa Cola is offering lower rates to consumers at almost all pack sizes and variants.
Apart from Campa Cola, Reliance Group's Reliance Consumer entered into the sports drink market with the launch of Spinner. The beverage brand, co-created by cricketer Muttiah Muralitharan, also targets consumers with its competitive price of Rs 10. Reliance Consumer's other product RasKik Gluco Energy is also sold at a price of Rs 10 per single-serve unit.

Milk shakes under Rs 10

Frooti maker Parle Agro in 2021 launched its affordable range of milk shakes under brand name Smoodh. The company had roped in actor Varun Dhawan as its brand ambassador. Smoodh offers a wide range of milk shakes under the price of Rs 10 in tetra packs.

Amul Kool flavoured milk

Amul Kool is already selling their mini version of milk shakes in glass bottles and tetra packs with a price range between Rs 20 and Rs 40. Whereas, its buttermilk is sold at a price of Rs 10 and generates high volume for the firm.

Rs 10 market beverage competition: Is it sustainable?

While competitors are trying to survive against Campa Cola's competitive rates in the beverage market, it is uncertain whether the move would benefit them or hurt their profit margins in the long run. According to the Economic Times report, several industry experts have highlighted that the Rs 10 price point is not highly profitable for the companies.