Campa Cola, 50-Year-Old Iconic Brand, Brought Back By Reliance Retail

In order to compete with Adani, ITC, and Unilever, billionaire Mukesh Ambani's Reliance re-launched the classic beverage brand Campa Cola, which has been around for 50 years, in a more modern version.

Reliance Consumer Products Ltd, the fast-moving consumer products division of Reliance Retail, acquired a 50% stake in Gujarat-based Sosyo Hajoori Beverages Pvt Ltd in January of this year. Prior to this, it paid the Pure Drinks group reportedly Rs 22 crore for the Campa brand.

And now the Campa brand of beverages has been re-launched.

According to a statement from the company, the Campa portfolio will initially consist of Campa Cola, Campa Lemon, and Campa Orange in the sparkling beverage category. The cold beverage portfolio will first be made available in Andhra Pradesh and Telangana before being gradually introduced across the rest of the nation.

In the 1970s and 1980s, Campa-Cola was a popular soft drink brand, but as Coca-Cola and PepsiCo entered the market, it faded out.

From 1949 until the 1970s, Pure Drinks Group was the only distributor of Coca-Cola in India. In the 1970s, it introduced its own brand, Campa Cola, and quickly rose to the top of the soft drink industry. Subsequently, it debuted Campa Orange, an aerated beverage with an orange flavour.

The company, which operated two bottling plants in Mumbai and Delhi, advertised its beverages as having "The Great Indian Taste," but as the economy opened up in the 1990s, sales declined.

According to the release, Reliance Consumer Products Ltd. (RCPL) is bringing "back 'The Great Indian Taste' with Campa".

The re-launch of Campa is a part of Ambani's attempt to increase Reliance's own versions of products, which range from cookies and cola to soap and shampoo, penetration into the fast-expanding consumer goods industry in the country.

With almost 17,225 locations, Reliance Retail operates the largest collection of brick-and-mortar stores in the nation, selling everything from electronics to groceries.

With this launch, RCPL further strengthens its versatile-FMCG portfolio, which already includes heritage brands from Sosyo Hajoori, confectionary range from Lotus Chocolates, Sri Lanka's leading scone brand Maliban, as well as daily essentials unto Maliban and the Good Life and Best Farms ranges of staple foods, such as rice and other grains, Snac Tac snacks, Glimmer cosmetics, Yeah! fizzy drinks, and fruit juice label Sosyo.

The FMCG division and wholly-owned subsidiary of Reliance Retail Ventures Limited  (RRVL) is called RCPL.

The firm stated that the launch of the Campa portfolio "is in line with the company's strategy to promote homegrown Indian brands that not only have a rich heritage but also boast a deep-rooted connect with Indian consumers due to their unique tastes and flavours",

A representative for RCPL commented on the introduction and said, "By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment. While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp refreshing taste".

A representative for RCPL commented on the introduction and said,  "By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment. While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp refreshing taste". "With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring back Campa, which is yet another bold step forward for our expanding FMCG business."

This summer, Campa's cutting-edge personality will offer Indian consumers "The Great Indian Taste," according to a statement. Campa has a 50-year history of rich heritage.

A 200ml instant consumption pack, 500ml and 600ml on-the-go sharing packs, 1,000ml and 2,000ml home packs, and a 200ml immediate consumption pack are the five thirst-quenching pack sizes that will be available under the Campa range for various consumption circumstances.

Yet, the corporation made no mention of Campa's price.