ITC has entered India’s highly competitive carbonated beverages market with the launch of a premium sugar-free cola, marking the company’s latest move to strengthen and diversify its beverage portfolio.
The company has introduced Coconut Cola under its B Natural brand, combining a cola beverage with tender coconut water and positioning it in the fast-growing health-focused segment. The product is currently being rolled out through quick-commerce platforms as a pilot initiative ahead of a broader market expansion.
The launch places ITC alongside emerging challenger brands seeking to disrupt a market traditionally dominated by global beverage majors. The move also comes amid heightened competition following aggressive expansion strategies by domestic players in the soft drinks category.
ITC Chairman and Managing Director Sanjiv Puri said the company intends to further expand its beverage portfolio with additional flavours, variants and pack formats across channels.
“Growth will be driven across ecommerce, modern trade and traditional channels,” Puri said, adding that the company’s focus will remain on premium offerings within the beverage market.
Industry trends indicate rising consumer demand for healthier beverage alternatives, with low- and no-sugar products emerging as one of the fastest-growing categories across both carbonated and non-carbonated drinks. Growing health awareness and changing consumption habits have accelerated the shift toward reduced-sugar formulations.
ITC has priced its newly launched beverage at ₹60 for a 250-ml can, positioning it in the premium category. The launch enters a market that has witnessed intense pricing activity in recent years, particularly after Reliance Consumer Products revived the Campa brand and triggered competition through value-focused offerings.
The competitive landscape has evolved rapidly, with beverage companies increasingly balancing affordability with premiumisation and health-led innovation.
For ITC, the latest launch also reflects a broader strategy to reshape its beverage business. The company has been expanding the B Natural portfolio beyond traditional juices by introducing low-calorie and sugar-free variants, while also extending other brands into adjacent beverage categories.
In its annual report for FY26, ITC highlighted continued investments in products such as no-added-sugar juices and coconut-water-based offerings as part of efforts to build a wider health-oriented beverage portfolio.