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India's carbonated soft drinks market is intensifying as ITC launches a premium sugar-free Coconut Cola, aiming to compete with global giants Coca-Cola and PepsiCo. This move follows Reliance Industries' aggressive pricing strategy with its revived Campa brand. ITC plans to expand its beverage offerings, focusing on the premium, health-conscious segment, which is experiencing rapid growth due to increasing consumer preference for low- and no-sugar options.