our strategy and plans the spokesperson said forced to cut prices but industry experts say competition from local brands has already forced cocacola and pepsico to drop prices of colas in 200 ml glass bottles to rs 10 from rs 12 in markets such as uttar pradesh the global players have also begun giving aggressive offers on twolitre pet bottles to protect their market shares the multinationals have been forced to bring down prices of at least some sizes as the smaller brands are mopping up shares in small towns a top industry official said but they are still not able to match the local rivals aap cola for example is selling 250 ml pet bottles at rs 10 the global brands cant afford to drop prices beyond a point they have to show profitability too to their parent firms the official said most local brands are now busy expanding their reach hajoori sons which sells sosyo aerated drinks ginlim lime lemee orange and lime and kashmira jeera masala soda already sells its products in maharashtra rajasthan and madhya pradesh and is shortly expanding to hyderabad we have our own segment of consumers who love our brands people have started appreciating the taste image and service of sosyo and kashmira and our other brands from all parts of the country said abbas hajoori partner at hajoori sons which was founded in 1923 playing up indian origin these players also drum up their india origin to win over consumers if hajoori sons uses themes such as apna desh apna drink then jayanti group on its website says be indian buy indian aap cola got noticed in february when it was distributed free at aam aadmi party leader arvind kejriwals swearing in ceremony as delhi chief minister at ramlila maidan its promoters the keswani family have their origins in a paan shop in new delhi called prince paan started in the 1960s delhibased rahul beverages selling city cola in the city since 1995 and campa cola and bareillybased boss beverages selling soft drinks in five flavours of cola orange limca sprite and dew are among other small brands increasing share in the market industry insiders said even cricketer virender sehwags family is investing in a beverages factory in the north sehwag could not be reached for comment or confirmation global brand rc cola too has made a quiet entry selling in the north east and andhra pradesh presence of local drinks has been increasing in other markets such as china and subsaharan africa as well in china beverages like tingyi holdings master kong and hangzhou wahaha group are taking away share from cocacola and pepsicos fizzy and juice brands some experts however question the quality standards of local brands while these brands claim to follow quality standards no ones really checking said an industry veteran requesting not to be named but as of now it looks like the combined clout of stars such as salman khan deepika padukone and