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Our read
Coca-Cola is likely to lift the printed MRP on Diet Coke cans rather than let ₹70 sales persist.
For operators
If you stock Diet Coke 330 ml cans, selling at Rs 70 against a printed MRP of Rs 50 risks breaching MRP rules, so check the signal's regional reports against your own shelf prices, and expect Blinkit and Zepto, which still list the can at Rs 50, to pull price-sensitive shoppers.
Watch
Fresh Diet Coke 330 ml batches printed with an MRP above ₹50 before Diwali would mean Coca-Cola is passing on aluminium costs and the ₹70 shelf price is being legalised.
The report: Diet Coke 330 ml cans sell at Rs 70, 40% above printed MRP, in Delhi-NCR, Mumbai, Bengaluru and Goa
Coca-Cola's printed MRP for the can is Rs 50, a price Blinkit and Zepto still list, leaving a gap with neighbourhood retailers. Higher aluminium packaging costs are cited, with can-grade aluminium reportedly up 30 per cent year-on-year.
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Reported figures
From the report. Source details below
| Zero-calorie drink demand growth over past year: | doubled |
|---|
What to track next
- Blinkit and Zepto moving the can off its ₹50 listing
- Legal Metrology or consumer-forum action over above-MRP can sales
- Can-grade aluminium price trend against the 30% year-on-year rise
- Diet Coke can availability at ₹50 outside the four named markets
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Coca-Cola is likely to lift the printed MRP on fresh 330 ml Diet Coke batches rather than tolerate a 40% gap to street prices.
- Expect Coca-Cola to steer scarce can volumes toward quick-commerce and modern trade, where the ₹50 listings are visible and checkable.
- Retailers and bars in Delhi-NCR, Mumbai, Bengaluru and Goa will probably keep charging ₹70 until new-MRP stock reaches shelves.
- Blinkit and Zepto may hold the can at ₹50 while old stock lasts, then reprice once Coca-Cola's new MRP lands.
- PepsiCo may push its zero-sugar cans harder in these cities to capture shoppers who cannot find Diet Coke at ₹50.
The source
Filed
First seen