ITC enters carbonated soft drinks market with sugar-free B Natural Coconut Col 

INDIA – ITC has entered India’s carbonated soft drinks market with the launch of a premium sugar-free Coconut Cola under its B Natural brand, marking the company’s entry into one of the country’s most competitive beverage categories.  

The new product is aimed at meeting growing consumer demand for healthier beverage options while strengthening ITC’s expanding beverages portfolio. 

The launch places ITC in direct competition with established players including Coca-Cola, PepsiCo and Reliance Consumer Products’ Campa brand, as the market for low- and no-sugar carbonated beverages continues to expand across India. 

The company is initially introducing B Natural Coconut Cola through quick commerce platforms as part of a pilot phase before a broader national rollout. The strategy targets India’s rapidly growing diet cola segment while allowing the company to gauge consumer response before expanding distribution. 

Speaking on the company’s beverage strategy, ITC Chairman and Managing Director Sanjiv Puri said the business would continue expanding its portfolio with new offerings. 

“Growth will be driven across ecommerce, modern trade and traditional channels,” said Puri. “It is a large beverage market, and our focus will be more on the premium end.” 

ITC has priced the new Coconut Cola at Rs 60 for a 250ml can. By comparison, a 300ml can of Diet Coke or Pepsi Black Zero Sugar retails at around Rs 40, while smaller Rs 10 and Rs 20 packs are available in selected markets and retail channels. 

The launch comes as demand for sugar-free beverages continues to grow across both carbonated and non-carbonated drink categories, driven by consumers seeking lower-sugar alternatives.  

PepsiCo bottler Varun Beverages recently reported that 63 per cent of its consolidated sales volume during the March quarter came from low- and no-sugar beverages, reflecting the category’s increasing importance. 

ITC also plans to broaden its carbonated beverage portfolio with additional flavours and product variants as part of its long-term growth strategy. 

The company’s entry follows significant changes in India’s soft drinks market after Reliance revived the Campa brand with aggressive pricing, intensifying competition among beverage manufacturers.  

According to Reliance, Campa generated gross sales of Rs 4,700 crore during FY26 and has emerged as the country’s fourth-largest carbonated soft drinks brand with a double-digit market share in key markets. 

Over the past year, ITC has repositioned the B Natural brand beyond fruit juices by introducing sugar-free and low-calorie fruit drinks.  

In its FY26 annual report, the company also highlighted the launch of a “no added sugar” juice range and a coconut water portfolio, underscoring its continued focus on expanding healthier beverage offerings. 

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