Soft drink manufacturers such as Coca-Cola and PepsiCo have always been vulnerable to any increase in price. That is because people tend to cut consumption whenever there is a price revision and, as a result, sales volumes take a hit.
Budget 2014-15 has increased the excise duty on flavoured water, as well as aerated water with sugar content, from 12 per cent to 17 per cent - a 40 per cent rise, the highest ever in the past decade. As a result, the sector is expected to take a hit of over Rs 600 crore on an annualised basis.