The revenue from the ready-to-drink business of TCPL, the Tata Group FMCG arm, declined 11% to Rs 154 crore in the September quarter owing to "competitive pricing action," said Sunil D'Souza during th

Reliance's pricing strategy has been key to its massive success, prompting companies like Tata to rethink their tactics.

Reliance's pricing strategy has always played a pivotal in company’s grand success and forced brands like Tata to reconsider their game plan.

Tata Consumer Products reports increased competition in bottled beverages, particularly from Campa Cola. The company has adjusted pricing to counteract this, while also noting a decline in urban demand amid ongoing consumer spending stress.

The Mukesh Ambani-owned company is also planning to implement a pricing strategy and higher margins for retailers.

Mukesh Ambani-led Reliance Industries is set to shake up India’s Rs 38,000-crore beverage industry with the relaunch of Campa Cola. Once a popular brand in the 70s and 80s, Campa Cola is making a comeback with competitive pricing and strategic collaborations with kirana stores and small retailers.