India's ₹10 beverage market sees intensified competition

The competition in India's ₹ 10 beverage market is heating up as summer approaches. With more people looking for affordable cold drinks, major companies are introducing new products. This includes sparkling water, flavored milk, cola, and buttermilk. Market analysts estimate that the Indian beverage market could reach ₹ 1.47 trillion by 2030. The ₹ 10 price point has long been popular among middle-class and lower-middle-class consumers, making these products accessible. Recently, Amul launched Tru dairy-based fruit drinks at ₹ 10 for 150 ml. Amul also plans to offer more beverages at this price point to attract customers. While its flavored milk and buttermilk are priced higher, the ₹ 10 buttermilk pouch sells very well. Reliance Consumer has also entered the market with its ₹ 10 sports drink called Spinner, developed with cricketer Muttiah Muralitharan. Another product, RasKik Gluco Energy, was launched earlier this year, also priced at ₹ 10. Parle Agro's Smoodh, introduced in 2021, has become a successful brand valued at ₹ 685 crore. Its widespread availability across two million outlets helps boost its sales. The re-entry of Campa Cola, owned by Reliance Industries, has impacted other major players like Coca-Cola and Pepsi. Campa has already captured over 10% market share in some states and is expected to exceed ₹ 1,000 crore in sales by the end of FY25. Overall, the growing competition at the ₹ 10 price point highlights the rising demand for affordable beverages among consumers in India.