Tata Consumer Products Ltd (TCPL) beverage business got a hit from the aggressive pricing from rival Campa Cola, forcing it to go for a downward revision of its Tata Gluco Plus. Tata Consumer Product Ltd (TCPL) revenue from its ready-to-drink business declined 11 per cent in the September quarter owing to "competitive pricing action", said its Managing Director and CEO Sunil D'Souza during the post-result investors' call. Reliance Retails Campa Cola has disrupted the beverage market with its Rs 10 pack in PET bottle, forcing the rival beverage makers to reduce their prices to retain their market share and growth. When asked about the penetration and growth, without naming Campa, D'Souza said: "A new player coming in with a different price point disrupted the industry. While on paper it is Rs 10 versus Rs 10 ... it didn't surface quickly enough ... while the Rs 10 was the same to the consumer, the trade price was dramatically different." However other big multinationals such as Coke