Campa Cola Goes Underground: Reliance Secures Beverage Monopoly Across Hyderabad Metro

Reliance Consumer Products Ltd. (RCPL), the fast-moving consumer goods arm of Reliance Industries, has clinched exclusive pouring rights for Hyderabad Metro, marking a major milestone in its aggressive expansion into India’s beverage market. Announced on August 7, 2025, this partnership positions RCPL as the sole beverage provider across the city’s sprawling metro network, giving it access to one of the country’s busiest urban transit systems.

 

Key Highlights of the Partnership:

- RCPL becomes the Official Beverage Partner of L&T Metro Rail (Hyderabad) Ltd

- Exclusive selling rights granted across 69.2 km of metro premises, spanning 57 stations

- Beverages to be sold via vending machines, kiosks, and retail outlets within metro stations

- Portfolio includes Campa Cola, Campa Energy, Independence Packaged Water, and Raskik

 

Strategic Significance and Market Impact

This move is more than just a commercial deal—it’s a strategic leap for RCPL in its quest to challenge beverage giants like Coca-Cola and PepsiCo. With Hyderabad Metro’s average daily ridership of 4.6 lakh passengers, RCPL gains direct access to a captive urban audience.

 

- The partnership enhances brand visibility and consumer engagement in high-footfall zones

- It aligns with RCPL’s broader strategy to integrate its products into everyday Indian lifestyles

 

Reviving Heritage and Expanding Horizons

RCPL’s beverage portfolio has grown rapidly since its acquisition of Campa Cola in 2022. The brand was reintroduced in 2023 and has since become a symbol of nostalgia blended with modern appeal.

 

- Campa Cola’s revival has been complemented by new launches like Campa Energy and Raskik, targeting health-conscious and youth demographics

- Independence Packaged Water adds a value-driven hydration option to the mix

 

Metro as a Lifestyle Platform

Hyderabad Metro is not just a transit system—it’s evolving into a lifestyle ecosystem. With this partnership, RCPL becomes part of a commuter’s daily rhythm, offering refreshment and convenience.

 

- L&T Metro Rail’s vision includes integrating high-quality services into metro spaces to enhance commuter experience

- RCPL’s affordable pricing and diverse offerings are expected to resonate with a wide range of passengers

 

Leadership Commentary and Vision Alignment

Ketan Mody, Executive Director of RCPL, emphasized the opportunity to serve consumers closely and energize daily commutes. Meanwhile, KVB Reddy, MD & CEO of L&T Metro Rail (Hyderabad), highlighted the collaboration as a step toward building commuter-centric infrastructure.

 

- The partnership reflects a shared commitment to modernizing urban mobility and consumer convenience

- It also signals RCPL’s intent to become a dominant player in India’s ₹1.6 trillion soft drink market

 

Looking Ahead: Expansion and Innovation

RCPL’s pouring rights deal with Hyderabad Metro could serve as a blueprint for similar partnerships in other cities. With plans to invest ₹8,000 crore over the next 15 months in beverage manufacturing, the company is scaling rapidly.

 

- Future collaborations may include other metro systems, airports, and railway stations

- RCPL is also exploring joint ventures and tech-enabled retail formats to deepen market penetration

 

Conclusion

Reliance Consumer Products’ exclusive pouring rights for Hyderabad Metro mark a bold step in its FMCG journey. By embedding its beverage portfolio into the daily lives of millions of commuters, RCPL is not just selling drinks—it’s shaping urban refreshment culture. As India’s cities grow and transit systems evolve, this partnership could redefine how brands connect with consumers in motion.

 

Source: The Tribune