After nearly three decades, the renowned beverage brand Campa Cola is preparing to return to the Indian market. According to the company, the 50-year-old iconic beverage brand will be relaunched this summer in a new, contemporary form by Mukesh Ambani-led Reliance.
In January of this year, Reliance Consumer Products Ltd (RCPL), the fast-moving consumer products subsidiary of Reliance Retail, purchased a 50% investment in Gujarat-based carbonated soft drinks and juice producer Sosyo Hajoori Beverages Pvt Ltd. However, in September of last year, they allegedly paid Rs. 22 crores to Pure Drinks Company for the Campa beverages brand.
From 1949 through 1970, Pure Drinks was the exclusive distributor of Coca-Cola. They subsequently developed their own brand, Campa Cola, and quickly became the segment’s market leader. Campa Cola became a huge success, with two bottling operations in Bombay and Delhi, and even developed the Campa Orange brand. Nevertheless, the brand burned out in the 1990s, succumbing to intense international competition.
Campa Cola, Campa Lemon, and Campa Orange flavours will be included in the sparkling beverage category’s initial launch.
The announcement is aligned with Reliance’s objective to support locally produced products that have a long history and strong connections to customers because of their flavours and tastes. “By introducing Campa in its new form, we hope to inspire consumers of all ages to support this really iconic brand and spark new energy in the beverage industry”, according to an RCPL official.
In addition, the company stated that it was “really pleased” to bring Campa back since it represented “yet another brave move ahead for our expanding our FMCG business” given how quickly the Indian market was developing and creating new consumption occasions.
Price points for Reliance’s Campa include Rs 10 for 200 millilitres (ml), Rs 20 for 500 ml, Rs 30 for 600 ml, Rs 40 for 1 litre, and Rs 80 for 2 litres.
It has set its product’s pricing lower than its competitors in the aerated beverage market, which includes Coca-Cola and PepsiCo.
A 250 ml polyethene terephthalate Coca-Cola bottle costs Rs 20 at retail.
Andhra Pradesh and Telangana will be the first two states where RCPL launches its array of cold beverages across all of India.