Reliance's pricing strategy has been key to its massive success, prompting companies like Tata to rethink their tactics.

Reliance Retails Campa Cola has disrupted the beverage market with its Rs 10 pack in PET bottle, forcing the rival beverage makers to reduce their prices to retain their market share and continue their growth.

Tata Consumer Products reports increased competition in bottled beverages, particularly from Campa Cola. The company has adjusted pricing to counteract this, while also noting a decline in urban demand amid ongoing consumer spending stress.

Tata Consumer Product Ltd (TCPL) revenue from its ready-to-drink business declined 11 per cent in the September quarter owing to "competitive pricing action", said its Managing Director and CEO Sunil D'Souza during the post-result investors' call.

Campa Cola's aggressive pricing strategy has forced Tata Consumer Products to reduce prices on its Tata Gluco Plus beverage, impacting its September quarter revenue.

Tata Consumer Products Ltd (TCPL) beverage business got a hit from the aggressive pricing from rival Campa Cola, forcing it to go for a downward revision of its Tata Gluco Plus.