ITC Launches Premium Sugar-Free Cola to Expand Beverage Portfolio

ITC's New Beverage Initiative

ITC is preparing to launch a premium sugar-free cola, as stated by Sanjiv Puri, the chairman and managing director. He emphasized that the company aims to enhance its beverage segment by introducing new flavors, variants, and packaging sizes. Puri noted, 'Growth will be driven across e-commerce, modern trade, and traditional channels. The beverage market is substantial, and we will concentrate on the premium segment.'

The demand for sugar-free drinks is surging, with both carbonated and non-carbonated options witnessing rapid growth as consumers lean towards healthier choices. Varun Beverages recently reported that 63% of its consolidated sales volume in the March quarter came from low- and no-sugar beverages.

Additionally, ITC has introduced the B Natural beverage line, featuring a Coconut Cola made from tender coconut water. This product is currently being tested through quick commerce platforms before a broader launch, targeting the rapidly expanding diet cola market in India.

Reports indicate that ITC has set the price of its cola at Rs 60 for a 250-ml can. In comparison, a 300-ml can of Diet Coke or Pepsi Black Zero Sugar is priced at Rs 40. Select markets and channels also offer packs priced at Rs 10 and Rs 20.

In related news, Reliance Industries Limited (RIL) has announced ambitious plans to expand its fast-moving consumer goods (FMCG) sector, which is expected to be a significant growth driver for the company over the next decade. According to its annual report, RCPL anticipates substantial revenue growth by 2030, aiming to become a leading global branded consumer products firm. The Campa brand has become a crucial element of this strategy, achieving gross sales of over Rs 4,700 crore in FY26 and ranking as India's fourth-largest carbonated soft drinks brand by March 2026.