Coca-Cola on Friday cut prices of 300 ml and 200 ml packages to Rs eight and Rs five respectively for Coke, Thums Up, Limca, Sprite and Fanta in some North Indian markets.
At present, a 300 ml package of any of these soft drinks is priced at Rs 10 and up to Rs seven for the 200 ml pack.
"The prices for both the categories are cut by 10-15 per cent. This is in keeping with our affordability factor and increased visibility of products. Lower prices will provide an opportunity to yet a larger section of consumers to experience our world-class products," the company' regional operations director Vipul Saurabh said in a statement in New Delhi.
Coca-Cola India Sunil Gupta said the price cut is aimed at increasing per capita consumption of soft drinks while keeping in mind the price elasticity of this product category.
"Every time soft drink prices are increased by 10 per cent, their consumption goes down by 17 per cent. We want to expand the consumer base in India," Gupta said.