Pepsi is losing sleep in India over two very small local players

It is that time of the year again when most of us gulp down cans of fizzy drinks to beat the heat. However, things are changing now. As per the latest news report, Indians are preferably opting for non-fizzy drinks like Rasna and Tang over Fanta and Mirinda.

This is not a good sign for the beverage leaders like Coca-Cola, which is the second biggest merchandise outside the US and owns the Fanta brand.

It is not just Fanta, other fizzy orange drinks such as Mirinda are losing market too. For the first time ever, the company had observed an annual growth of plain 5%, the lowest till date.

Coca-Cola’s product Fanta is being consumed over 130 million times daily across the globe except for India. Now we guess, this shift is happening possibly because the fitness freak Indian women are preferably opting for non-fizzy drinks for themselves as well as kids and family because they are comparatively healthier.

Out of a total of about Rs 250 crore marketers spend on advertising fizzy drinks, the orange segment accounts for only 12%, according to a leading media buyer who represents one of the cola firms, as per the report published in ET.