The Hard Battle for Soft Drinks
The furious rivalry between the two American titans, Pepsi and Coca-Cola who have ruled the cola sector in India since early 1990: with broad liberalization measures, has now acquired a new zing, and this time it appears fiercer than ever. RIL has brought back the Indian old-school brand Campa Cola and Sosyo to the Indian market. Reliance's arrival has created quite a stir in the soft-drink industry. Can Reliance do a Jio-like disruption in India's cola war? Why have distributors raised the alarm about ongoing price wars? Will Campa be able to compete in the modern cola war? What lies beyond…
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