New Delhi, Dec. 21 :    New Delhi, Dec. 21:  'After going eyeball to eyeball, the other guy just blinked.' That was Pepsi's greatest put-down ad line when Coke committed its most notorious blunder back in 1985 by introducing a reformulated brand called New Coke to counter the growing popularity of Pepsi in the US. Three months later, in an equally sudden turnaround in the face of a thumbs down from US consumers, it reintroduced its famous cola formula and won back its market share. In India, Coke is preparing to do another flip-flop. After changing the rules of the game in the soft drinks business by launching the now ubiquitous 300 ml bottle when it returned to the country in 1993, the cola giant is preparing to uncork a new offering - a 200 ml bottle for all its brands across the country. Coke is hoping that the throwback to the 200 ml bottle - which was the bottle size that cola drinkers in the country were used to till Pepsi entered the scene in 1989 with a 250 ml bottle - will bring the fizz back to the flat soft drinks market. Both Coke and Pepsi still market some of their soft drinks in 200 ml bottles - but these are restricted to very small markets in the hinterland. Coke now believes it is time to put the 200 ml bottle back on the national stage. Next year, Coke will be offering its 200 ml glass bottle at a price between Rs 6 and 7 and hope that volumes will swell. 'We expect to give a boost to carbonated soft drinks growth by pushing the 200 ml pack sizes in a big way,' says Sanjiv Gupta, senior vice president, Coca Cola India. According to a company spokesperson, the small pack will be introduced for all the brands and all flavours of carbonated drinks in the Coca Cola portfolio - Coke, Sprite, Fanta, Thums Up and Limca. Right now, Coke markets only some brands in its product portfolio in the 200 ml pack and that, too, in select markets including coastal Andhra, parts of Tamil Nadu and Punjab. In certain regional markets, Coke also markets smaller pack sizes from the Schweppes portfolio - Canada Dry, Crush, and Sports Cola - at Rs 5. Gupta says the company intends to aggressively push this strategy. At the same time, there are no heartaches when pulling the plug on brands that haven't worked: so, Fanta watermelon, which didn't catch on in the market, is being jettisoned. Pepsi, on the other hand, is not terribly keen on the 200 ml pack size because it feels that the returns are higher on the 300 ml bottle priced at Rs 10 rather than the 200 ml bottles priced at Rs 7. A 200 ml bottle priced at Rs 6 - a price point that Coke is considering - does not make money at all, says a Pepsi spokesperson. 'After a bad year, the bottlers will not agree to pack in more 200 ml bottles in which production costs are almost identical but the returns are less. The 200 ml bottle can only work in select markets like the rural ones,' says the Pepsi spokesperson. This thinking is based on the assumption that a consumer won't mind stumping up another Rs 3 for a 300 ml bottle rather than settle for a 200 ml pack size priced at Rs 7. 'We will not push a pack which eats into our mainstay - the 300 ml pack size,' says the Pepsi representative. Let's see who blinks this time round.