In India, unlike many other markets, Diet Coke is exclusively available in cans, making it more susceptible to supply chain issues caused by blockages in the Strait of Hormuz. Despite the limited supply, Diet Coke cans can still be purchased online, but quantities are restricted.
Indian pubs and social media influencers have seized the opportunity to profit from this scarcity, organizing parties with entry fees ranging from $10 to $16 that provide access to Diet Coke along with music, alcohol, and activities such as can decoration and themed T-shirt painting.
In New Delhi, partygoers donned Diet Coke-themed outfits and experimented by mixing the beverage with local flavors, including jalapenos and honey. At an event in Mumbai, admission tickets served as raffle entries, with two lucky winners receiving 50 Diet Coke cans each.
”We had a cocktail menu that we called Coke-tails. The goal was to unite fans,” said 25-year-old marketing executive Ishika Gupta, who identifies as a ”big Diet Coke fan”.
She was the pioneer of Diet Coke parties in India last week and has plans for more events, currently discussing opportunities with Coca-Cola given the growing trend.
”The company reached out to see if we could organize more events,” she shared with Reuters.
Coca-Cola has not yet responded to inquiries from Reuters.
’Cult of Diet Coke’
Coca-Cola and Pepsi consider India a key growth market, and most of their beverages, apart from Diet Coke, are sold in plastic and glass bottles and cans.
A Ninecamp Ventures restaurant is set to host a party near New Delhi next week, offering ”Diet Coke on the house” alongside snacks for $16. Ninecamp CEO Chaitanya Mathur informed Reuters that organizers had requested 500 Coke cans, which they had available.
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”For young people, the scarcity is the foundation of the entire event. The thrill comes from wanting more of what is less available,” Mathur explained.
Diet Coke is also a favorite alcohol mixer in India, often paired with rum. Its popularity among health-conscious consumers has led to a surge of humorous memes on social media featuring people hoarding the cans in India.
Retail chain Broadway is leveraging the shortage to promote its upcoming event in New Delhi, stating ”In light of the great Diet Coke shortage of 2026 … we’re transforming our space into a full-blown Diet Coke experience.”
Its ticket priced at 999 rupees ($10) will feature burgers, Diet Coke, vintage art, and custom T-shirt painting, according to Broadway CEO Sankalp Kathuria.
”It’s a tribute to the cult of Diet Coke,” he remarked.
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