Campa- Cola | Reliance Industries Relaunches Iconic Campa Cola in India After 23 Years - Business News, Finance News, Share Market News - Market trendz

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Friday 10 March 2023

Campa- Cola | Reliance Industries Relaunches Iconic Campa Cola in India After 23 Years

 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.

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