Strategies for Rural Market Penetration in India's Cola Wars

For decades, two multi-national giants Coca-Cola and Pepsi, have been competing for one of the world’s biggest consumer markets. Now they face tough competition from Asia’s richest man. Mukesh Ambani’s company, Reliance Retail, has launched its own cola brand - Campa Cola.

With its vast retail network and aggressive pricing strategy, we find out how this has intensified the so called 'cola wars' in the country.

Producer/presenter: Devina Gupta

(Image: A group of young people drinking soft drinks at a bowling alley. Credit: Getty Images)