More than a decade after it disappeared from the shelves, the domestic soft drink brand Campa Cola is returning to Indian supermarkets and retail establishments.
With its Rs 10 pack in a PET bottle, Campa Cola, which is currently owned by Mukesh Ambani’s Reliance Retail, disrupted the beverage industry and caused competitors to lower their pricing in order to maintain market share and expansion.
Campa Cola, which was purchased for Rs 22 crores in 2022, plans to reenter the market with a calculated strategy to take on market leaders like PepsiCo and Coca-Cola.
History of Campa Cola
The Pure Drinks Group, established by Mohan Singh in the 1970s, was the original owner of Campa Cola.
Particularly in the 1970s and 1980s, the brand immediately became well-known and a household name.
In addition to being credited with bringing Coca-Cola to India in 1949, Pure Drinks Group maintained sole distribution rights until the government nationalized the soft drink sector in the 1970s.
Campa to increase market presence
Reliance Retail is reportedly actively promoting Campa Cola into fresh markets, such as South and East India, in addition to the few areas where it has recently maintained a presence.
The Decline
Foreign players were able to enter the Indian market because to liberalization efforts that were started in the early 1990s. As a result, Pepsi and Coca-Cola quickly gained market share, which caused Campa Cola’s popularity to drop.
Reliance’s Acquisition and Relaunch
The recovery of Campa Cola began in 2022 when it was purchased by Reliance Industries for Rs 22 crores.
Three varieties—cola, orange, and lemon—were introduced by the company and are sold in a few locations.
Reliance Consumer Products Ltd. (RCPL) declared the official relaunch of the Campa brand on March 9, 2023.
Date : 16th November 2024
Time : 10:00 AM – 05:00 PM
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