ITC enters cola wars with B Natural Coconut Cola, bets on healthier fizz

ITC Ltd has entered India's fiercely competitive carbonated beverages market with the launch of B Natural Coconut Cola, a new drink that combines the taste and fizz of cola with coconut water as the FMCG major looks to tap into rising consumer demand for healthier refreshment options.

ITC's entry comes as competition in India's carbonated soft drinks market intensifies. The category has long been dominated by Coca-Cola and PepsiCo, while Reliance Consumer Products has sought to disrupt the market through the revival of the Campa brand with aggressive pricing. Rather than competing on price, ITC is targeting the fast-growing premium, low- and no-sugar segment with an innovation-led offering, reflecting a broader industry shift towards healthier beverages.



The launch also reflects a broader shift sweeping the beverage industry. Rather than battling it out on price or churning out another cola variant, companies are betting on differentiated products that marry indulgence with health, targeting a new generation of consumers looking for better-for-you alternatives.

Priced at Rs 60 for a 250 ml can, the beverage contains zero caffeine, zero added sugar and 9 kcal per serving, and will initially be rolled out across retail and quick commerce platforms in key metro cities including Delhi, Mumbai, Bengaluru, Hyderabad, Chennai, Kolkata, Pune and Ahmedabad.

The launch marks ITC's latest attempt to expand its beverages portfolio through premium and differentiated offerings, positioning Coconut Cola as a new category that blends indulgence with hydration.

"Coconut Cola is rooted in a simple consumer insight that indulgence does not need to be over engineered to be enjoyable. With this unique launch, we aim to encourage consumers to rediscover the value of simplicity through a thoughtfully crafted beverage experience - combining the familiar taste of cola with coconut water, we are offering an alternative that is both enjoyable and refreshingly simple,"Vivek Kookkal, Vice President and Business Head - Dairy and Beverages, Foods Division, ITC Ltd, said.

The product was developed jointly by ITC's Product Development and Life Sciences & Technology Centre (LSTC), with the company saying it sought to deliver the familiar cola experience while responding to growing demand for lower-calorie and no-added-sugar beverages.