PepsiCo and Coca-Cola are facing a growing challenge in the Indian soft drink market as newer local brands have significantly increased their footprint. According to NielsenIQ data, smaller players like Reliance's Campa and Lahori Zeera have doubled their combined market share to nearly 15% in the January-September 2025 period, eroding the dominance of the global beverage giants. The primary battleground for this market shift is the mass Rs 10 price point, where the new entrants are gaining considerable traction. This competitive pressure has compelled both PepsiCo and Coca-Cola to introduce new lower-priced options for their major brands, including Pepsi and Gatorade, to defend their market position. The development comes after PepsiCo's global chairman acknowledged that the competitive landscape in India was expected to impact growth for a couple of quarters.