ITC Enters Carbonated Soft Drink Market with Cola-Veri Launch

ITC has entered India’s competitive soft drinks market with the launch of B Natural Cola-Veri, a coconut-based carbonated beverage positioned as a healthier alternative to traditional colas. The launch has renewed interest in India’s carbonated beverage segment, which continues to be dominated by Coca-Cola and PepsiCo, together controlling nearly 90% of the market. Unlike conventional colas, Cola-Veri blends coconut water with cola flavour, offering lower calories and no added sugar. ITC is not directly targeting mainstream cola brands but instead aims to create a premium beverage category for health-conscious consumers.

The product is priced at ₹60 for a 250 ml can, positioning it in the premium segment compared to regular carbonated drinks and is currently available on select quick-commerce platforms. Industry experts believe ITC’s strategy is focused on innovation rather than price competition, aligning with its broader beverage expansion that includes smoothies and functional drinks under the B Natural portfolio. Meanwhile, Reliance Consumer Products continues to strengthen its presence with Campa Cola. With health-focused beverages gaining popularity, ITC’s Cola-Veri could reshape consumer preferences and bring fresh momentum to India’s evolving beverage market.

Foodcomply.co.in / Updated: Jul 2, 2026, 15:53 IST