Weathering the pesticide controversy and much ahead of the summer season, soft drink majors have initiated a fresh price war. Taking the lead, this time is PepsiCo India which has dropped prices of its 300ml returnable glass bottles (RGB) from Rs 8 to Rs 6 in Delhi. Arch rival Coca-Cola India’s move to join Pepsi in the price war is not known as yet. However, Coke had already cut price of its acquired brand ThumsUp from Rs 8 to Rs 6 last month in Tamil Nadu.
A Pepsi spokesperson confirmed the price cut but refused to give details. It is however, not known whether the price cut has been extended to all Pepsi brands and other markets as well. Both Pepsi and Coke have been pursuing an aggressive ‘affordable’ pricing strategy since 2002 to drive volumes and penetrate the market.