ITC enters cola war with sugar-free Coconut Cola under B Natural, piloting via quick commerce
ITC debuts a sugar-free Coconut Cola in its B Natural range, initially through quick commerce channels at ₹60 for a 250-ml can. The move pits it against Reliance's Campa, Coca-Cola and PepsiCo in India's growing premium diet cola segment, where low/no-sugar variants already drive 63% of Varun Beverages' volume.
What happened
ITC enters the carbonated soft drinks market with a sugar-free Coconut Cola under B Natural, initially piloting via quick commerce, challenging Reliance's
Key facts
- ₹60 for 250-ml can
- Campa ₹10 for 200-ml PET
- Reliance FMCG FY26 gross revenue ₹22,000 crore
- Campa ₹4,700 crore gross sales
- 63% Varun Beverages low/no-sugar volume
Why this matters
A differentiated coconut-cola angle under the B Natural brand signals ITC's intent to build a distinctive beverages foothold organically, potentially seeding future portfolio expansion or partnership opportunities in premium diet drinks.
What to watch
- Repeat purchase and reorder rates on Blinkit/Zepto/Instamart
- Price revisions or introduction of value packs below ₹60
- Entry into general trade / traditional retail channels
- Competitor launches of coconut or functional cola variants
- ITC quarterly commentary on beverages segment revenue contribution
- ITC expands SKU range (larger PET packs, multipacks) and moves from quick commerce to modern and general trade
- Aggressive quick-commerce placement, sampling, and influencer marketing targeting health/wellness cohort
- Incumbents (Campa, Coke, Pepsi) push their own low/no-sugar variants and defensive pricing in premium diet cola
- ITC leverages existing beverage bottling and distribution to lower per-unit cost and improve margins