ITC has stepped into the carbonated soft drinks category with the launch of Sunfeast Sip N Fizz, marking its first move into the cola segment, as reported by The Economic Times.
The rollout has started small and deliberate – currently available only in Andhra Pradesh and Telangana, where ITC appears to be testing consumer response before committing to a wider expansion. The launch fits into the company’s broader beverages strategy, which until now has spanned fruit juices, dairy drinks and packaged beverages, but stopped short of colas.
That gap just closed, and it puts ITC in direct competition with established heavyweights Coca-Cola and PepsiCo, alongside Reliance Consumer Products, which has been aggressively scaling its own beverage portfolio through Campa.
The timing isn’t incidental. India’s carbonated soft drinks market has seen renewed competitive intensity in recent years, fueled by rising consumption and expansion pushes from both multinational giants and domestic challengers.
For ITC, this cola bet is less a standalone experiment and more a natural extension of its FMCG playbook – enter high-growth categories while leaning on an already-extensive distribution network. The company has steadily built out its packaged foods and beverages presence through Sunfeast, Aashirvaad, Bingo!, YiPPee! and B Natural, and Sip N Fizz becomes the latest addition to that portfolio.
If early numbers in Andhra Pradesh and Telangana hold up, expect ITC to widen the drink’s footprint gradually, testing its way into a category long dominated by just two or three big names.
