Inside India newsletter: Social media is reshaping the world's fastest-growing market for global brands

Hello, this is Priyanka Salve, writing to you from Singapore. Welcome to the latest edition of " Inside India " — your one-stop destination for stories and developments from the world's fastest-growing large economy. Rising incomes and a large population base make India a key market for global consumer-focused companies. But now, celebrity endorsements and wide distribution are not enough to reel in customers. Viral social media videos are influencing consumer choices — and brands are responding. Read on! Any thoughts on today's newsletter? Share them with the team. The big story Social media influencers are ushering in a massive change in India's packaged food and beverages space, as they urge consumers to read labels, pushing big brands to make healthier products or risk being replaced by new entrants. One of the world's largest packaged food and beverages companies, PepsiCo , is the latest to respond to changing customer preferences. "Today, more than 50% of our beverage portfolio in India comprises low- to no-sugar offerings," said Nitin Bhandari, vice president and general manager of beverages at PepsiCo India, adding that the company aims to "scale low- and no-sugar options to 90% of our beverage portfolio over time in India." PepsiCo gathers consumer insights through engagement forums, social media, as well as its WhatsApp-based consumer loyalty platform, PepGenie, Bhandari told CNBC in an email. …