The adage that bad luck comes in threes has proven true for the two dominating soda giants. The first quarter this year brought the first bit of bad news. Coca-Cola reported a sales volume dip by low single-digit. The small number signalled the larger trend—the Indian customer losing interest in its sugary fizz.
In the second quarter, both of them felt the impact of the MNC cola boycott called by traders in Tamil Nadu. It’s not clear if PepsiCo and Coca-Cola became easy target for foreign meddling or if the traders were concerned about the high quantities of water consumption.