New Delhi, April 28 -- A nationwide shortage of Diet Coke is creating an opportunity for India's direct-to-consumer zero-sugar beverage brands to win new customers as supply disruptions leave multinational soda makers short on shelves this summer.

With demand for low-calorie drinks rising during the peak summer months of April and May, newer beverage companies are using the disruption to attract consumers who may not find their usual diet cola, betting that temporary shortages could translate into repeat purchases, industry executives told Mint.

For many of these startups, including Paper Boat Zero, Chinni Kum, Zyro, and Jimmy's, the disruption has been less severe because a large part of their portfolio is sold in PET bottles rather th...