{"id":318124,"date":"2025-11-25T13:25:41","date_gmt":"2025-11-25T13:25:41","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/campa-and-lahori-zeera-disrupt-coca-cola-and-pepsicos-dominance-in-soft-drinks-market-etbrandequity\/"},"modified":"2025-11-25T13:25:41","modified_gmt":"2025-11-25T13:25:41","slug":"campa-and-lahori-zeera-disrupt-coca-cola-and-pepsicos-dominance-in-soft-drinks-market-etbrandequity","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=318124","title":{"rendered":"Campa and Lahori Zeera Disrupt Coca-Cola and PepsiCo’s Dominance in Soft Drinks Market, ETBrandEquity"},"content":{"rendered":"


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New and smaller entrants to the INR 60,000 crore soft drinks market<\/a> led by Reliance<\/a>‘s Campa<\/a> and Belgian private equity firm Verlinvest-backed Lahori Zeera<\/a> doubled their combined market share to nearly 15 per cent year-on-year in January-September 2025, poaching from market share of Coca-Cola<\/a> and PepsiCo<\/a> which slid to about 85 per cent, industry sources said citing NielsenIQ<\/a> data.<\/p>\n

Most of the churn is happening at the mass INR 10 price points and share gain of the newer brands was despite these not yet being national in their footprint and a rain-impacted summer, the sources said.<\/p>\n

The combined share of the small players grew to almost 15 per cent in January-September 2025 compared to about 7 per cent in the same period last year, while that of the two dominant category leaders, Coca-Cola<\/a> and PepsiCo<\/a>, declined cumulatively to 85 per cent from 93 per cent in the same period, they said.<\/p>\n

Due to rains through most parts of the year, the overall market growth was flat. Nikhil Doda, co-founder and COO at Lahori Zeera<\/a>, declined to comment on the share gain, but said, “We plan to be national next year, covering 80-90 per cent pin codes. As of now, our brand is not available only in the South.” <\/p>\n

The Punjab, Fatehgarh Sahib-based Lahori, which was introduced in 2017 under their company Archian Foods by three cousins Saurabh Munjal, Nikhil Doda and Saurabh Bhutna, is setting up its third plant in Lucknow now, and planning to tap institutional sales next.<\/p>\n

“We are introducing new variants such as Lahori Aamras and Masala Cola. Our distribution is primarily general-trade driven and we currently have 2,500-plus distributors,” Doda said.<\/p>\n

Campa<\/a>, owned by Reliance Consumer Products Limited<\/a> (RCPL), the FMCG arm of Reliance Industries<\/a>, has since earlier this year, inked a series of tie-ups. These include a ‘co-powered by’ sponsorship on the Indian Premier<\/a> League (IPL) this year on television and digital platforms, signing actor Ram Charan as brand ambassador, and an exclusive beverage partnership deal with Hyderabad Metro mail, which gives it selling rights of its beverage portfolio through vending machines, kiosks and retail outlets in the metro premises.<\/p>\n

Reliance<\/a>, which had acquired Campa Cola in 2022 and reintroduced it in 2023, announced another partnership with motorsport team Ajith Kumar Racing for its Campa Energy drink as “official energy partner”.<\/p>\n

Both brands have forced the two dominant players Coca-Cola and PepsiCo to introduce new packs across their brands at INR 10 price points for Coke, Thums Up, Sprite, Gatorade and Pepsi, from INR 12 and above previously.<\/p>\n

“While there have been smaller B-brands and regional rivals in the past such as Bovonto and Jayanti cola, it’s for the first time that the duopoly of the MNCs is being shaken up and challenged seriously,” said a Mumbai-based analyst.<\/p>\n

NielsenIQ<\/a> and Reliance<\/a> Consumer did not comment.<\/p>\n

Ravi Jaipuria, chairman of PepsiCo’s biggest bottling partner outside the US, Varun Beverages<\/a>, said in a September 2025 quarter earnings call in response to an analyst query on increasing competition, “We believe competition is good and healthy and will only grow the market for all of us. Obviously, since they (Reliance) are in the market there will be some minor effect temporarily, but we believe that in the long term this is going to be very healthy for the industry.” \n <\/p>\n

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  • Published On Nov 25, 2025 at 05:20 PM IST<\/li>\n

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    AI Generated (Representative Image) New and smaller entrants to the INR 60,000 crore soft drinks market led by Reliance‘s Campa and Belgian private equity firm Verlinvest-backed Lahori Zeera doubled their combined market share to nearly 15 per cent year-on-year in January-September 2025, poaching from market share of Coca-Cola and PepsiCo which slid to about 85 […]<\/p>\n","protected":false},"author":1,"featured_media":318125,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[21405,21400,19566,16557,11343,5038,136439,147008,147005,11209,8402,42447,21401,147010,9452,21145,147006,21398,209,147004,147007,147009],"dealstore":[],"offerexpiration":[],"class_list":["post-318124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-campa","tag-coca-cola","tag-cocacola","tag-disrupt","tag-dominance","tag-drinks","tag-etbrandequity","tag-lahori","tag-lahori-zeera","tag-market","tag-marketing","tag-nielseniq","tag-pepsico","tag-pepsicos","tag-premier","tag-reliance","tag-reliance-consumer-products-limited","tag-reliance-industries","tag-soft","tag-soft-drinks-market","tag-varun-beverages","tag-zeera"],"yoast_head":"\nCampa and Lahori Zeera Disrupt Coca-Cola and PepsiCo's Dominance in Soft Drinks Market, ETBrandEquity - 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