ITC has entered India’s highly competitive carbonated soft drinks market with the launch of Sunfeast Sip N Fizz, marking the company’s first major foray into the cola category. The move expands ITC’s beverage portfolio and places it in direct competition with global beverage giants Coca-Cola and PepsiCo, as well as emerging domestic players such as Reliance Consumer Products’ Campa.
Launched under the Sunfeast brand, Sip N Fizz is ITC’s latest addition to its fast-growing food and beverages business. The product is available in Classic Cola and Jaljeera Fizz variants, with the company positioning it as a refreshing, youth-focused offering aimed at capitalising on the country’s growing demand for carbonated beverages.
The launch marks a significant expansion of ITC’s beverage strategy. While the company has built a strong presence in packaged juices, dairy beverages, smoothies, coffee and tea through brands such as B Natural, Sunbean and Aashirvaad Svasti, its entry into the carbonated drinks segment opens a new competitive front in one of India’s largest beverage categories.
ITC’s entry also comes at a time when India’s cola market is undergoing a shift. The long-standing dominance of Coca-Cola and PepsiCo has been challenged over the past two years following the revival of Campa by Reliance Consumer Products, which intensified competition through aggressive pricing. Rather than competing solely on price, ITC appears to be focusing on flavour innovation and portfolio diversification to carve out its own space in the market.
The latest launch also aligns with ITC’s wider strategy of strengthening its foods business through category expansion. Over the past few years, the company has steadily diversified into multiple food and beverage segments, including breakfast smoothies, gourmet coffee, dairy products and functional nutrition, reducing its dependence on traditional categories.
FAQs
1. What is Sunfeast Sip N Fizz?
Sunfeast Sip N Fizz is ITC’s new carbonated soft drink brand, marking its entry into the cola category.
2. Which flavours are available in Sunfeast Sip N Fizz?
The drink has been launched in Classic Cola and Jaljeera Fizz variants.
3. Why has ITC entered the cola market?
ITC aims to expand its beverages portfolio and strengthen its presence in India’s growing soft drinks market.
4. Who will ITC compete with in the cola segment?
ITC will compete with major players including Coca-Cola, PepsiCo, and Reliance Consumer Products’ Campa.
5. Under which brand has ITC launched its new cola?
The new beverage has been launched under ITC’s Sunfeast brand.
