Mukesh Ambani’s Reliance Consumer Products Ltd has entered India’s soft drink market with Campa Cola, directly challenging global giants Coca-Cola and Pepsi. By reviving the iconic Indian brand, Reliance aims to capture market share through competitive pricing, nostalgia-driven branding, and its vast retail distribution network across the country.
India’s fizzy drink market is witnessing a major shake-up as Mukesh Ambani, chairman of Reliance Industries, takes on Coca-Cola and Pepsi with the relaunch of Campa Cola. Once a household name in the 1970s and 1980s, Campa Cola is being positioned as a homegrown alternative to international brands, backed by Reliance’s unmatched retail and supply chain strength. The move signals Ambani’s ambition to dominate India’s beverage sector, leveraging both nostalgia and affordability.
Key highlights from the announcement include
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Reliance Consumer Products Ltd acquired Campa Cola in 2022 and relaunched it in 2023, targeting mass-market consumers.
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The brand is being marketed as a “Made in India” alternative to Coca-Cola and Pepsi, appealing to national pride.
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Reliance is using its extensive retail network, including Reliance Fresh and JioMart, to ensure wide distribution.
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Competitive pricing strategies are expected to disrupt the market, with Campa Cola offered at lower rates than global rivals.
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The relaunch taps into nostalgia, as Campa Cola was once India’s leading soft drink before foreign brands entered in the 1990s.
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Reliance plans to expand the product line beyond cola to include lemon and orange variants, catering to diverse tastes.
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Industry experts believe Reliance’s entry could reshape India’s Rs 40,000 crore soft drink market, intensifying competition.
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Coca-Cola and Pepsi currently dominate with brands like Thums Up, Sprite, Mountain Dew, and Mirinda, but Reliance’s aggressive push may challenge their supremacy.
Ambani’s strategy reflects a broader trend of Indian companies reclaiming consumer markets once dominated by multinational corporations. By combining nostalgia with affordability and leveraging Reliance’s retail empire, Campa Cola is poised to become a formidable competitor. The battle for India’s fizzy drink supremacy is set to intensify, with consumers benefiting from greater choice and competitive pricing.
Sources: Economic Times, Business Standard, Mint, Hindustan Times
