Hello and Namaste.

Welcome to Business Daily from the BBC World Service.

I'm Divina Gupta, joining you from India's capital city, Delhi.

Today we are exploring a rivalry unlike any other in India's vast consumer space,

the fight for the soft drink market.

I think cola in 1990s for kids, it was something which was very exciting to have.

It also looked very aspirational and upwards for the middle class families.

For decades, multinational beverage joints, Coca-Cola and Pepsi have battled for dominance here.

But now there's a new disruptor in town, Campacola.

Backed by the Indian conglomerate Reliance, it has entered the fray, promising to rewrite

the rules of the game.

Cola war meant only Coca-Cola versus Pepsi and vice versa, but it looks like there is a third

player in the industry, which is Capapola.

So on today's business daily, we are getting stuck into India's Kola Wars.

It's a sunny winter afternoon in Guru Ground near Delhi, and I'm at a birthday party of a three-year-old.

The terrace is decked with balloons, streamers and of course a white cream cake with red

and yellow cars made of icing on it.

As people gather around to wish the birthday boy, no celebration here is complete without a staple on the

drinks table, soft drinks, from classic colas to fizzy fruit flavors. They are more than just

party essentials. I love the fizz and also the fact that cola is so easily available in the market,

I can easily observe it to all my guests, and it's also

the choice of most of the people who come and attend these parties.

...