By Rohit VaidWith competition expected to heat up this summer after the relaunch of Campa Cola at cheaper price points, beverages major Coca-Cola India said it has maintained price points of entry-level packs but plans to offer more size options in the future. According to a senior Coke executive, the beverage sector is seeing strong momentum in India, and the company would bring in more packaging size options and price points to suit the needs of consumers. This is at variance with market expectations that the cola major would go in for price cuts to counter Campa Cola. Last week, Reliance Consumer Products (RCPL) launched the Campa portfolio — Campa Cola, Campa Lemon and Campa Orange – in five pack sizes ranging from 200 to 2,000 ml. While consumers would no doubt benefit, not everybody in the consumer beverages ecosystem is happy about what they call a looming price war.

Source: Daily Nation March 18, 2023 07:42 UTC