The reported market shift

The source says Coca-Cola and PepsiCo’s combined share of India’s soft-drink market moved from about 93% to around 85% between January and September 2025, with Campa Cola and Lahori Zeera contributing to the competitive pressure.

Campa Cola: price and distribution scale

• Revived a legacy brand with Reliance Consumer Products’ distribution network.
• Used a ₹10 price point to target affordability.
• Built visibility through partnerships, sponsorships, an ambassador and vending machines.
• The source reports retailer margins of 6%–8%, compared with a typical 3%–4% for legacy brands.

Lahori Zeera: regional taste and reach

• Founded in 2017, with a focus on regional Indian flavours.
• Prioritized last-mile distribution across Tier-2, Tier-3 and rural markets over expensive advertising.
• The source describes a presence across more than 5 lakh local kirana stores.

The structural challenge

The source highlights a reported 40% tax incidence on carbonated drinks (28% GST plus 12% Compensation Cess) and contrasts it with a 5% rate for fruit-based beverages, noting the pressure this can place on low-price unit economics.

Key takeaway

In price-sensitive markets, accessible pricing, retailer incentives and distribution depth can challenge established brand recall—but sustainable growth still depends on viable margins.

This page presents the case study content supplied for the Inuwashi Solutions website. Figures and claims are reproduced from that source and have not been independently verified here.