Mukesh Ambani, chairman of Reliance Industries, is disrupting the soft drinks industry.
In 2019, Reliance launched JioMart, an e-commerce platform that offers groceries, including private label beverages, at competitive prices.
JioMart's private label beverages, which include carbonated drinks, have been gaining popularity among consumers.
Mukesh Ambani is leveraging Reliance's extensive retail network and logistics infrastructure to promote JioMart's private label beverages.
Reliance is also investing in its own bottling plants to produce its beverages, reducing its dependence on third-party bottlers.
The COVID-19 pandemic has accelerated the shift towards online grocery shopping, giving JioMart an advantage over traditional brick-and-mortar stores.
JioMart's success in the beverage market is a threat to Coke and Pepsi's market share in India, which is one of the world's largest beverage markets.
In response, Coke and Pepsi have been expanding their presence in the non-carbonated beverage segment and investing in their own e-commerce platforms.
However, JioMart's strong supply chain and competitive pricing make it a formidable competitor in the Indian market.
Mukesh Ambani's strategy of promoting private label beverages through JioMart is disrupting the beverage industry and forcing Coke and Pepsi to adapt to changing market conditions.