Reliance Consumer's relaunch of Campa Cola at a low price point forced major competitors like Coca-Cola and Pepsico to introduce their own zero-sugar beverages, such as Coke Zero and Pepsi No-Sugar, at the same highly competitive price of Rs 10. This aggressive price war inadvertently made "zero sugar" products mainstream, shifting them from premium items for the health-conscious to widely available, mass-market options. 

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