Coke won’t blink as Campa Cola plays the ₹10 game
Mumbai: Coca-Cola CEO Henrique Braun affirmed the beverage giant’s resolve to remain unfazed by the erratic pricing strategies of rivals in India, particularly as Reliance Industries’ revived Campa Cola brand has emerged as a formidable challenger. During his address at the Barclays Global Consumer Staples Conference, Braun emphasized that fleeting dips in market share due to aggressive pricing tactics would not deter Coca-Cola from its long-term strategy in the Indian market.
He asserted that it was essential to concentrate on the core business fundamentals, such as packaging, brands, and revenue growth management, rather than responding to short-term market noise. Reliance claimed that Campa Cola, since its revival in 2022, has become India’s fourth-largest carbonated soft drinks brand in FY26, with gross sales exceeding ₹4,700 crore.
Braun stressed the importance of maintaining disciplined processes and a proven playbook to navigate the competitive landscape in India, where newer entrants targeting impulse purchases through strategic price points have increased their market share to 6-7% in FY26 from 2% in FY24. Coca-Cola remains committed to its long-term growth in India, noting that market share fluctuations are inherent in a developing market.
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