History:

Reliance Industries purchased the Campa Cola business earlier this year for Rs 22 crore in 2022. Reliance Retail Ventures Ltd’s FMCG arm and wholly-owned subsidiary Reliance Consumer Products Limited are launching Campa (RCPL).

Campa Cola Relaunch:

The FMCG unit of the Reliance Industries group today announced the relaunch of Campa Cola, along with two other flavours, nearly 23 years after the iconic soft drink brand was discontinued in India. Reliance Industries purchased the Campa business earlier this year for Rs 22 crore in 2022. Reliance Retail Ventures Ltd’s FMCG arm and wholly-owned subsidiary Reliance Consumer Products Limited are launching Campa (RCPL). In the sparkling beverage category, the initial launch will include flavours such as Campa Cola, Campa Lemon, and Campa Orange. Buy Now >>

The launch is consistent with Reliance’s strategy of promoting homegrown brands that have a rich heritage as well as a deep connection with consumers due to their taste and flavours. “By presenting Campa in its new avatar, we hope to inspire consumers of all ages to embrace this truly iconic brand and spark new excitement in the beverage segment,” said a spokesperson for RCPL.

According to the company, Campa’s pack sizes will include 200ml immediate consumption packs, 500ml and 600ml on-the-go sharing packs, and 1,000ml and 2,000ml home packs. Reliance Consumer Products has expanded its cold beverage portfolio across India in order to provide “value and choice to Indian consumers through high-quality products at affordable price points,” according to the company’s vision.

Campa Cola entered the Indian market after Coca Cola was forced to leave the country during the Emergency period due to regulatory issues with the government. Campa Cola rose to the top with its three flavours – coal, lime, and orange – in the years that followed and throughout the rest of the 1970s and 1980s. Campa began to lose ground when India began to open up to international markets and brands such as Pepsi made inroads in 1989, followed by Coca Cola’s return in 1991.

Campa Cola’s bottling plant and offices in Delhi were closed in 2000-2001, and it was later acquired by Reliance in 2022. Reliance’s acquisition of Campa Cola is consistent with the company’s renewed emphasis on the FMCG sector. The conglomerate announced its intention to enter the FMCG space at its 45th annual general meeting in August 2022. “The goal of this business is to develop and deliver products that solve every Indian’s daily needs with high quality products at affordable pricing,” said Isha Ambani, Director of Reliance Retail Ventures Ltd. According to Isha Ambani, Reliance Retail strengthened its own brand presence in FY22 by launching several new products across the categories of staples, home, personal care, and general merchandise. Reliance Consumer Products launched its Independence consumer packaged goods brand in Gujarat in December.