{"id":1309418,"date":"2026-05-13T09:26:08","date_gmt":"2026-05-13T03:56:08","guid":{"rendered":"https:\/\/trak.in\/stories\/?p=1309418"},"modified":"2026-05-13T09:26:21","modified_gmt":"2026-05-13T03:56:21","slug":"cola-war-5-lakh-branded-fridges-to-be-bought-by-reliance-coca-cola-pepsi-in-12-months","status":"publish","type":"post","link":"https:\/\/trak.in\/stories\/cola-war-5-lakh-branded-fridges-to-be-bought-by-reliance-coca-cola-pepsi-in-12-months\/","title":{"rendered":"Cola War: 5 Lakh Branded Fridges To Be Bought By Reliance, Coca Cola, Pepsi In 12 Months"},"content":{"rendered":"\n<p>India\u2019s latest cola battle is no longer being fought only through advertisements and discounts \u2014 it is now being fought through refrigerators.<\/p>\n\n\n\n<p>Reliance Consumer Products\u2019 aggressive expansion of Campa Cola against global giants The Coca-Cola Company and PepsiCo is creating an unexpected winner in India: commercial refrigerator manufacturers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"513\" src=\"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-13-at-9.24.58-AM-1024x513.png\" alt=\"\" class=\"wp-image-1309423\" srcset=\"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-13-at-9.24.58-AM-1024x513.png 1024w, https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-13-at-9.24.58-AM-300x150.png 300w, https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-13-at-9.24.58-AM-768x385.png 768w, https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/05\/Screenshot-2026-05-13-at-9.24.58-AM.png 1254w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The companies are rapidly installing \u201cvisi-coolers\u201d \u2014 <a href=\"https:\/\/economictimes.indiatimes.com\/industry\/cons-products\/durables\/ambanis-cola-war-with-coke-pepsi-spurs-fridge-bonanza-in-india\/articleshow\/131027556.cms?from=mdr\">branded refrigerators<\/a> placed inside kirana stores, restaurants, and small retail outlets \u2014 to capture visibility, influence buying behavior, and lock competitors out of shelf space.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Campa Cola Has Restarted India\u2019s Biggest Soft Drink War In Decades<\/h2>\n\n\n\n<p>The battle intensified after Reliance Consumer Products revived the iconic Campa Cola brand and launched highly aggressive pricing strategies.<\/p>\n\n\n\n<p>Reliance disrupted the market by introducing \u20b910 cola bottles \u2014 significantly cheaper than many competing products from Coke and Pepsi.<\/p>\n\n\n\n<p>The strategy appears to be working:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Campa Cola\u2019s market share reportedly rose from around 2% in 2024 to nearly 7% in 2026<\/li>\n\n\n\n<li>Reliance aims to capture 25% market share over the next three years<\/li>\n\n\n\n<li>Campa generated nearly \u20b91,000 crore revenue in FY2025 according to reports<\/li>\n<\/ul>\n\n\n\n<p>India\u2019s soft drinks market is witnessing rapid growth, with analysts saying per-capita consumption remains among the world\u2019s lowest \u2014 leaving massive room for expansion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why Refrigerators Matter So Much In Cola Wars<\/h2>\n\n\n\n<p>In India\u2019s retail ecosystem, the company controlling the refrigerator often controls beverage sales.<\/p>\n\n\n\n<p>Small stores usually have limited space, and beverage firms install branded refrigerators free of cost in exchange for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Product visibility<\/li>\n\n\n\n<li>Exclusive stocking arrangements<\/li>\n\n\n\n<li>Better shelf placement<\/li>\n\n\n\n<li>Cold product availability<\/li>\n<\/ul>\n\n\n\n<p>This decades-old tactic was heavily used during the original Coke vs Pepsi wars in the 1990s.<\/p>\n\n\n\n<p>Now, Campa Cola\u2019s aggressive push is reviving that entire strategy.<\/p>\n\n\n\n<p>According to Varun Beverages Chairman Ravi Jaipuria, nearly \u201ca million chilling equipment\u201d units are entering the market annually.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Refrigerator Companies Are Suddenly Winning Big<\/h2>\n\n\n\n<p>The surge in cooler installations is becoming a huge opportunity for commercial refrigeration firms.<\/p>\n\n\n\n<p>Companies like Blue Star Limited are reportedly witnessing strong demand growth for visi-coolers. Mohit Sud, President of Blue Star\u2019s cooling products division, said the category is now growing faster than the company\u2019s overall business growth.<\/p>\n\n\n\n<p>The expansion is especially visible across:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kirana stores<\/li>\n\n\n\n<li>Highway eateries<\/li>\n\n\n\n<li>Restaurants<\/li>\n\n\n\n<li>Tier-2 and Tier-3 cities<\/li>\n\n\n\n<li>Rural retail outlets<\/li>\n<\/ul>\n\n\n\n<p>As beverage companies compete for deeper distribution, refrigeration infrastructure is becoming critical.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ambani Is Using The \u2018Jio Playbook\u2019 Again<\/h2>\n\n\n\n<p>Many analysts believe Mukesh Ambani is applying the same disruptive strategy that transformed India\u2019s telecom sector through Reliance Jio.<\/p>\n\n\n\n<p>The playbook includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Aggressive pricing<\/li>\n\n\n\n<li>Massive distribution expansion<\/li>\n\n\n\n<li>Scale-first growth<\/li>\n\n\n\n<li>Pressure on multinational incumbents<\/li>\n<\/ul>\n\n\n\n<p>Industry experts say Coca-Cola and Pepsi are now being forced to respond with discounts, retail expansion, and stronger distribution incentives.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">India\u2019s Beverage Market Is Entering A New Era<\/h2>\n\n\n\n<p>India\u2019s carbonated beverage market is projected to grow rapidly because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Rising incomes are increasing consumption<\/li>\n\n\n\n<li>Summer temperatures are intensifying demand<\/li>\n\n\n\n<li>Rural penetration remains relatively low<\/li>\n\n\n\n<li>Quick commerce is boosting beverage sales<\/li>\n<\/ul>\n\n\n\n<p>At the same time, Reliance is expanding Campa internationally into markets like UAE, Nepal, and Sri Lanka.<\/p>\n\n\n\n<p>The bigger takeaway is clear:<br>India\u2019s cola wars are no longer just about soft drinks. They are now influencing retail infrastructure, appliance demand, logistics networks, and the future shape of India\u2019s FMCG market itself.<\/p>\n\n\n\n<p><a href=\"https:\/\/altiusinvestech.com\/blog\/pepsi-coca-cola-campa-cola-battle-indias-soft-drink-market\/\">Image Source<\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>India\u2019s latest cola battle is no longer being fought only through advertisements and discounts \u2014 it is now being fought through refrigerators. Reliance Consumer Products\u2019 aggressive expansion of Campa Cola against global giants The Coca-Cola Company and PepsiCo is creating an unexpected winner in India: commercial refrigerator manufacturers. The companies are rapidly installing \u201cvisi-coolers\u201d \u2014 [&hellip;]<\/p>\n","protected":false},"author":30,"featured_media":1309423,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21],"tags":[4577,1404,132],"class_list":["post-1309418","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-ambani","tag-coca-cola","tag-pepsi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cola War: 5 Lakh Branded Fridges To Be Bought By Reliance, Coca Cola, Pepsi In 12 Months - Trak.in - Indian Business of Tech, Mobile &amp; Startups<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trak.in\/stories\/cola-war-5-lakh-branded-fridges-to-be-bought-by-reliance-coca-cola-pepsi-in-12-months\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cola War: 5 Lakh Branded Fridges To Be Bought By Reliance, Coca Cola, Pepsi In 12 Months - Trak.in - Indian Business of Tech, Mobile &amp; Startups\" \/>\n<meta property=\"og:description\" content=\"India\u2019s latest cola battle is no longer being fought only through advertisements and discounts \u2014 it is now being fought through refrigerators. 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