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

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.

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