Reliance Announces To Bring Back Campa Cola
Reliance Industries Chairman Mukesh Ambani’s conglomerate announced on Thursday to bring back Campa, a 50-year-old iconic beverage brand, in a new avatar.
Reliance Consumer Products Ltd. (RCPL), the fast-moving consumer goods arm, a subsidiary of Reliance Retail Ventures Limited (RRVL), said it would relaunch Campa with three different flavors, ie. Campa Cola, Campa Orange, and Campa Lemon are in the sparkling beverage category.
The company also added that the product would be initially available in Telangana and Andhra Pradesh and later rolled out nationwide.
Campa Cola was a popular soft drink of the 1970s and 1980s but was fizzed out due to the arrival of PepsiCo and Coca-Cola.
Pure Drinks Group was the one and only Coca-Cola distributor in India from 1949 to the 1970s. Then in the 1970s, it launched its own brand Campa Cola and shortly became the market leader in the soft drink sector. Afterward, it introduced an orange flavor of that brand, ie. Campa Orange.
The firm had set up its bottling plant in Delhi and Mumbai and sold the drinks with the slogan ‘The Great Indian Taste.’ But unfortunately, it lost business in the 1990s.
According to the Reliance company, ‘The Great Indian Taste’ with Campa is returning to the market as the company’s part. Last year in August, it bought the product from Pure Drinks. Reliance Retail is continuously bringing its own version of products ranging from cookies and coca cola to soap and shampoo.
The company also stated that the launch of the Campa brand 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 connection with Indian consumers due to their unique tastes and flavors.
The three unique flavors of Campa will be available in 5 different price points- 200ml at Rs. 10, 500 ml at Rs. 20, 600 ml at Rs. 30, 1L at Rs. 40, and 2L at Rs. 80.
According to the source, the company may also advertise the Campa product during the Indian Premier League.