ITC enters cola market with launch of Sunfeast Sip N Fizz

MUMBAI: The cola wars have found a fresh twist and this one comes with a splash of coconut. ITC has entered India’s carbonated soft drinks market with the launch of B Natural Coconut Cola, a premium sugar-free beverage made with tender coconut water, as the FMCG major sharpens its ambitions in one of the country’s most fiercely contested consumer categories.

The company has introduced the drink under its B Natural portfolio, initially making it available through quick commerce platforms as a pilot before a wider rollout. The strategy targets India’s rapidly expanding diet cola segment, where demand for low- and no-sugar beverages continues to outpace the broader drinks market.

Priced at Rs 60 for a 250 ml can, B Natural Coconut Cola positions itself above rival sugar-free offerings. By comparison, a 300 ml can of Diet Coke or Pepsi Black Zero Sugar is priced at around Rs 40, while smaller Rs 10 and Rs 20 packs are available in select markets.

The launch brings ITC into direct competition with Coca-Cola, PepsiCo and Reliance Consumer Products, which reignited India’s cola battle after reviving the Campa brand with a Rs 10 price tag for a 200 ml PET bottle two years ago.

Reliance’s aggressive pricing has significantly reshaped the beverages landscape. In FY26, the company’s FMCG business reported gross revenue of Rs 22,000 crore, doubling year-on-year, with Campa alone crossing Rs 4,700 crore in gross sales. Reliance Retail Director Isha Ambani recently said Campa has become India’s fourth-largest carbonated soft drinks brand, achieving a double-digit market share in key markets.

The broader market is also shifting towards healthier alternatives. Low- and no-sugar beverages are emerging as the fastest-growing segment across both carbonated and non-carbonated drinks. Reflecting this trend, Varun Beverages reported that 63 per cent of its consolidated sales volume during the March quarter came from low- and no-sugar beverages.

For ITC, the cola launch marks another step in repositioning B Natural beyond fruit juices. The company has spent the past year broadening the brand with no-added-sugar juices, a coconut water range and Sunfeast-branded high-protein smoothies, as it builds a more diversified beverages portfolio.

With a premium positioning, health-focused formulation and an initial quick commerce-first strategy, ITC is betting that India’s next cola success story may be driven as much by wellness as by fizz.