ITC has stepped into India’s cola market with the launch of Sunfeast Sip N Fizz, a sugar-free carbonated drink made with tender coconut water. The launch marks the company’s entry into the fast-growing cola segment as it expands its beverages portfolio with healthier and premium offerings.
The new drink combines the familiar taste of cola with the goodness of tender coconut water, targeting consumers who want a refreshing beverage without added sugar. Priced at ₹60 for a 250-ml can, the product is being introduced through quick-commerce platforms before a wider rollout across the country.
With Sip N Fizz, ITC is entering a market dominated by global players Coca-Cola and PepsiCo, while also joining Indian brands that are looking to strengthen their presence in the soft drinks category. However, instead of competing on price, the company is focusing on innovation and premium positioning.
ITC says it plans to expand the Sip N Fizz range with more flavours, formats and pack sizes in the coming months as it looks to tap the growing demand for healthier beverages.
The launch is part of the company’s broader strategy to strengthen its FMCG business by introducing products that match changing consumer preferences. In recent years, ITC has expanded its beverage portfolio with fruit-based drinks, coconut water and protein beverages under brands such as Sunfeast and B Natural.
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