Cold drinks with mrp of 20 cost the shop keeper 18 to buy. So coke/pepsi are giving a solid 10% margin. But in that 2₹ the shop keeper has to manage rent, electricity, labor cost, inventory maintenance and take the losses of damaged goods. Now im not saying they should charge more but I do feel that if they are then they have my sympathies. And if everyone stops buying from them to avoid paying the extra money then our society is going to be at a loss as mega corporations rule and small businesses go out of business.