Reliance Industries Relaunches Iconic Campa Cola in India After 23 Years
Reliance Industries, one
of the largest conglomerates in India, has relaunched Campa Cola, an iconic
soft drink brand after a gap of 23 years. The brand, which was popular in the
'70s and '80s, was acquired by Reliance Retail Ventures Ltd’s FMCG arm and wholly-owned
subsidiary Reliance Consumer Products Limited (RCPL) for Rs 22 crore in 2022.
The initial launch will consist of three flavors - Campa Cola, Campa Lemon, and
Campa Orange in the sparkling beverage category. The relaunch is in line with
Reliance's strategy to promote homegrown brands with a rich heritage and a
deep-rooted connection with consumers due to their tastes and flavors.
Reliance Consumer Products
has rolled out its cold beverage portfolio across India in line with its vision
of offering “value and choice to Indian consumers through high-quality products
at affordable price points”. The launch of Campa Cola comes in the backdrop of
Reliance's renewed focus on the FMCG sector. The company had announced during
its 45th annual general meeting in August 2022 that it would foray into the
FMCG space. Reliance Retail Ventures Ltd Director Isha Ambani said,
"The objective of this business is to develop and deliver products that
solve every Indian’s daily needs with high-quality products at affordable
pricing."
Campa-Cola emerged in
the Indian market after Coca-Cola was ousted from the country around an Emergency
due to regulatory issues with the government. In the years that followed, and
through the rest of the '70s and '80s, Campa Cola rose to the top with its
three flavors - coal, lime, and orange. However, when India started opening up
to international markets and brands like Pepsi made inroads in 1989 and later
Coca-Cola too returned in 1991, Campa started losing its ground.
In 2000-2001, Campa Cola's
bottling plant and offices in Delhi were shut down. The relaunch of Campa Cola
by Reliance is expected to create new excitement in the beverage segment and
inspire consumers across generations to embrace the truly iconic brand. The
company has also launched the brand in different pack sizes, ranging from 200ml
immediate consumption packs to 2,000ml home packs.
Overall, the relaunch of
Campa Cola by Reliance Industries is a significant move in the FMCG space and
is expected to strengthen Reliance's presence in the Indian market. The launch
is in line with the company's vision of promoting homegrown brands with rich
heritage and deep-rooted connections with consumers. The new excitement in the
beverage segment and the unique taste and flavors of Campa Cola is expected to
create a buzz among consumers, particularly those who have fond memories of the
brand from the '70s and '80s.