The rainy season, which usually sets in from July brings little cheer to soft drink manufacturers. But in most parts of India this year's rainfall arrived as late as October and soft drink consumption has increased by 15% to 20% compared with previous year's monsoon season consumption.

Traditionally seasonal sales in soft drinks decline overall by 30% to 40% compared with the prime season (April to July). But daily case sales this year in the Southern Indian city of Coimbatore have averaged 3,000 cases of 300ml bottles when usually the average for the same period is 2,000 cases.

Although no official figures are available from Coca-Cola and Pepsi in India it is usual for both cola giants to offload their excess stocks during the monsoon season with promotional schemes such as free drinks with newspaper coupons, 2 for 1 offers, reduced wholesale prices and combination offers.

According to figures from the Coimbatore Bottling Co the smaller soft drink companies have also seen similar growth and retail prices continue to remain stable.