Pepsi has escalated India’s revitalized cola wars by announcing a significant value proposition: consumers can now purchase a 400ml bottle of Pepsi or Pepsi Zero Sugar for just ₹20. This strategic move, unveiled through a new 30-second advertisement, represents a substantial volume increase from their previous offering.
The timing is particularly strategic as India braces for what meteorologists predict will be an exceptionally hot summer. Recognizing the opportunity, beverage brands including Coca-Cola, Mirinda, Sprite, Thums Up, Appy Fizz, and Maaza have already launched their summer campaigns unusually early, beginning in February rather than the traditional post-Holi period in March.
This volume adjustment comes as a surprise development in India’s intensifying beverage marketplace. Pepsi’s direct competitor Coca-Cola currently retails a 250ml bottle for ₹20, making Pepsi’s new offering a compelling 60% more product for the same price.
Market analysts suggest this aggressive pricing strategy may be a direct response to Reliance-owned Campa Cola, which has been disrupting the market with its ₹10 price point. The move follows Pepsi’s recent “Any Time” campaign that had already reignited competitive tensions between the cola giants.
As temperatures rise across India, consumers stand to benefit from this heating competition in the cola market, with better value emerging as a key battleground alongside taste and brand loyalty.
