Reliance's Campa Cola, with its aggressive pricing and higher margins to retailers, has disrupted the market and caused increased competition in bottled beverages. This has led TCPL, the Tata Group FMCG arm, to reduce their prices as well. Despite the decline in ready-to-drink business revenue in the September quarter, TCPL's MD and CEO Sunil D'Souza assures that they are adapting to the competitive pricing action to retain their market share.