New data reveals that The Coca-Cola Company and PepsiCo are losing their grip on India's soft drink market. According to NielsenIQ data reported on November 26, 2025, the two beverage giants saw their combined market share fall from 93% to approximately 85% in the first nine months of 2025. The primary beneficiaries of this shift are new and smaller competitors, notably Reliance's Campa and Verlinvest-backed Lahori Zeera. These brands have successfully doubled their collective market share to nearly 15%. Much of this change has occurred at the highly competitive ₹10 price point, indicating a structural shift in consumer preferences toward more affordable, local brands. In response to the increased competition from these emerging players, both Coca-Cola and PepsiCo have reportedly reintroduced ₹10 price-point packs for major brands like Coke, Thums Up, and Sprite to defend their market position.