India Observers

  Reliance Consumer Products has expanded its beverage portfolio with the launch of RasKik Gluco Energy , marking its entry into the rehydration and glucose drink segment. This move follows the company’s recent revival of the iconic Campa Cola brand, signaling a broader push into India’s fast-growing FMCG market. RasKik Gluco Energy is designed to offer quick energy replenishment, targeting consumers in need of instant hydration, especially during hot weather or physical activity. With this launch, Reliance aims to compete with established players in the glucose drink category, offering an affordable and accessible alternative under its growing RasKik brand. The product will be rolled out across multiple states, with a focus on tier-2 and tier-3 cities, leveraging Reliance’s vast distribution network.

  Coca-Cola and PepsiCo have introduced new ₹10 packs of no-sugar and light beverages in India, aiming to capture the growing demand for affordable and healthier soft drink options. This move is seen as a strategic response to the rising competition from Reliance-backed Campa Cola, which has been aggressively expanding its market presence. Both global beverage giants are leveraging their strong distribution networks to push these budget-friendly, low-calorie alternatives, targeting cost-conscious and health-aware consumers. The introduction of smaller packs also makes these drinks more accessible in rural and semi-urban areas. With the Indian soft drink market heating up, this price war and shift towards health-conscious options could redefine the industry, making sugar-free and light beverages more mainstream.