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

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

India's $4.6 billion soft drink market has long been dominated by Coca-Cola and PepsiCo, but Reliance's entry is now causing a stir

Through its fast-moving consumer goods sector - Reliance Consumer Products Ltd (RCPL) – Mukesh Ambani’s Reliance Industries is revolutionising the soft drink industry in India by relaunching Campa Cola.

Reliance Retails Campa Cola has disrupted the beverage market with its Rs 10 pack in PET bottle, forcing the rival beverage makers to reduce their prices to retain their market share and continue their growth.

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

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.