Quick Take
- ITC enters cola with a premium sugar-free Coconut Cola made using tender coconut water.
- Priced at Rs 60 for a 250 ml can, retailing first on quick commerce platforms.
- It targets the fast-growing diet cola segment, challenging Campa, Coca-Cola and PepsiCo.
In This Article
The ITC Cola Launch marks the FMCG major’s entry into India’s carbonated soft drinks market with a premium sugar-free Coconut Cola, made using tender coconut water for differentiation, according to ITC.
Launched under ITC’s B Natural beverage portfolio, the drink is priced at Rs 60 for a 250 ml can, ITC said. The company is retailing it first through quick commerce platforms as a pilot before a wider rollout, targeting the country’s fast-growing diet cola segment.
StartupFeed Insight
The pricing tells the real story. ITC has priced its cola at Rs 60 for 250 ml, while rival diet colas cost Rs 40 for 300 ml, a steep premium of nearly 2x per ml. This is a deliberate margin play, not a volume land grab, because ITC cannot win a price war that Reliance already started with Campa. Founders and D2C beverage brands should watch the tender-coconut angle closely, since it sidesteps the sugar-tax debate while riding the wellness wave. Expect ITC to add two or three more carbonated variants within 12 months if the quick commerce pilot shows strong repeat rates. By Avinash.
ITC Cola Launch: The Details
The ITC Cola Launch introduces a premium, sugar-free carbonated drink built on tender coconut water rather than standard cola syrup. ITC chairman and managing director Sanjiv Puri said growth will be driven across ecommerce, modern trade and traditional channels, with the company focusing on the premium end. StartupFeed has mapped the key facts below.
| Metric | Detail | Notes |
|---|---|---|
| Product | Coconut Cola (sugar-free) | Uses tender coconut water for differentiation |
| Brand Portfolio | B Natural | ITC’s fruit and beverage brand |
| Price | Rs 60 per 250 ml can | Rival diet colas: Rs 40 per 300 ml (ITC) |
| First Channel | Quick commerce platforms | Pilot before wider rollout |
| Target Segment | Diet / low-sugar cola | Country’s fastest-growing cola segment |
| Rivals | Campa, Coca-Cola, PepsiCo | Campa reignited a cola price war two years ago |
The most striking fact is the price gap. A 250 ml can of ITC’s cola costs Rs 60, while a 300 ml can of a rival diet cola sits at Rs 40, according to ITC. That is a clear premium positioning bet.
About ITC
ITC Limited is one of India’s largest FMCG companies, founded in 1910 and headquartered in Kolkata. It runs brands across foods, personal care, stationery and beverages, including Aashirvaad, Sunfeast and B Natural. In FY26, ITC reported gross revenue of Rs 80,867 crore, up 10.1% year-on-year (ITC FY26 Report and Accounts). Its non-cigarette FMCG business has crossed Rs 37,000 crore in consumer spend.
How will ITC grow the cola bet?
ITC plans to expand its carbonated beverages portfolio with additional flavours and variants, according to the company. Sanjiv Puri said ITC will keep adding new flavours, variants and pack sizes to its beverages business. The strategy leans on a premium, health-first angle rather than mass-market price competition.
“Growth will be driven across ecommerce, modern trade and traditional channels. It is a large beverage market, and our focus will be more on the premium end,” said Sanjiv Puri, ITC chairman and managing director.
ITC has repositioned B Natural over the past year as a broader beverages portfolio, adding sugar-free and low-calorie fruit drinks. It also extended its Sunfeast brand into high-protein smoothies. In its FY26 annual report, ITC said it strengthened its beverages portfolio with a “no added sugar” juice range and a coconut water range (ITC official portal).
How does ITC compare to Campa?
ITC enters a market where Reliance’s Campa has already reshaped cola pricing, making the ITC Cola Launch a premium counter-move rather than a direct price fight. Reliance ignited the cola price war two years ago after reviving Campa with a Rs 10 price tag for a 200 ml PET bottle, prompting rivals to slash prices, according to ITC. The table below compares the players on price and positioning.
| Player | Positioning | Price Signal |
|---|---|---|
| ITC (Coconut Cola) | Premium, sugar-free, tender coconut water | Rs 60 / 250 ml can |
| Campa (Reliance) | Mass-market, aggressive value pricing | Rs 10 / 200 ml PET (launch tag) |
| Coca-Cola / PepsiCo | Established global cola brands | Rs 40 / 300 ml diet can |
Campa alone crossed Rs 4,700 crore in gross sales, and Reliance Retail director Isha Ambani told shareholders it emerged as the country’s fourth-largest carbonated soft drinks brand with double-digit share in key markets, according to ITC. What sets ITC apart is the tender-coconut base, which few large rivals offer at this premium price point.
What’s Next
ITC is expected to widen distribution beyond quick commerce into modern trade and traditional channels once the pilot proves demand, according to the company. Watch for two to three new carbonated variants and additional pack sizes over the next year. Sugar-free and low-sugar drinks are growing fastest as consumers shift to healthier options, ITC noted. Will a Rs 60 premium can find enough takers in a market trained on Rs 10 colas?
Frequently Asked Questions
Last updated: July 2, 2026 at 10:30 IST
Written by Avinash. Published: July 2, 2026. Updated: July 2, 2026. Have a tip? Write to us at editorial@startupfeed.in.
