NEW DELHI: A unique social phenomenon, dubbed “Diet Coke parties,” is sweeping across India, fueled by a scarcity of the popular cola linked to disruptions caused by the Middle East conflict. Restaurants and social media influencers are seizing the opportunity to profit from the shortage, which has seen shipments of Diet Coke cans, exclusively sold in this format in India, become ensnared in the Strait of Hormuz.
These exclusive gatherings require an entry fee, typically ranging from $10 to $16, offering attendees not only access to the coveted Diet Coke but also music, alcohol, and engaging activities such as can decoration and themed T-shirt painting. In New Delhi, revelers, often dressed in Diet Coke-themed attire, have been experimenting with unique concoctions, mixing the beverage with local spices, jalapenos, and honey. A Mumbai event even turned entry tickets into raffle entries, with two lucky winners each taking home a prize of 50 Diet Coke cans.
Ishika Gupta, a 25-year-old marketing executive and self-proclaimed “big Diet Coke fan,” pioneered these parties in India last week. She is now in discussions with Coca-Cola, as the company has reportedly reached out to explore the possibility of more such events. Coca-Cola and Pepsi view India as a significant growth market, though most of their other beverages are available in a wider range of plastic and glass bottles, alongside cans.
The appeal of these events, according to Ninecamp CEO Chaitanya Mathur, lies in the principle of scarcity. “For the young people, it’s about scarcity being a premise of the entire event. That’s where the fun is — the less there is of something is when they want more of it,” Mathur explained. Diet Coke is also a preferred mixer for alcoholic beverages and enjoys popularity among health-conscious consumers, making its shortage particularly noticeable and sparking humorous memes across social media depicting people hoarding the cans.
Retail chains are also leveraging the trend. Broadway, for instance, is promoting an upcoming New Delhi event as a “full-blown Diet Coke experience,” a “love letter to the cult of Diet Coke,” with tickets priced at approximately $10, offering burgers, Diet Coke, vintage art, and custom T-shirt painting.
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