ITC Ltd has entered India's fiercely competitive carbonated beverages market with the launch of B Natural Coconut Cola, a new drink that combines the taste and fizz of cola with coconut water as the FMCG major looks to tap into rising consumer demand for healthier refreshment options.
ITC's entry comes as competition in India's carbonated soft drinks market intensifies. The category has long been dominated by Coca-Cola and PepsiCo, while Reliance Consumer Products has sought to disrupt the market through the revival of the Campa brand with aggressive pricing. Rather than competing on price, ITC is targeting the fast-growing premium, low- and no-sugar segment with an innovation-led offering, reflecting a broader industry shift towards healthier beverages.
