‘Milk’ing the Cola Wars

'Chhubti jalti garmi, chhubti jalti garmi ka mausam aaya…’ back in the day if you heard this iconic jingle it only meant one thing - summer has arrived! Today, the season’s return is also a signal that the battle to keep India cool has begun. Summer always has its own tell tale signs - sweat, heat, the scorching sun and ofcourse a showdown in the beverage industry. This year, the competition is fiercer than ever, thanks to Reliance’s bold move of reviving Campa Cola at an aggressive Rs 10 price point. This disruption set off a chain reaction, forcing industry giants to recalibrate their strategies.