Campa Cola is back: Mukesh Ambani’s Reliance rolls out iconic beverage brand

Reliance Industries, the conglomerate led by billionaire Mukesh Ambani, has announced the relaunch of the iconic soft drink brand Campa Cola after a hiatus of several years. The move comes as part of the company’s efforts to expand its presence in the Indian beverage market, which is currently dominated by global players such as Coca-Cola and PepsiCo.

Campa Cola was a popular soft drink

Campa Cola was a popular soft drink brand in India during the 1970s and 1980s, known for its catchy advertising jingle “Campa Cola, the Great Indian Taste.” However, the brand fell out of favor with consumers in the 1990s and eventually disappeared from store shelves altogether

Reliance Industries acquired the Campa Cola brand in 2019, and since then, the company has been working on revitalizing the brand and developing new products under the Campa Cola name. The relaunch of the brand marks a significant milestone for the company, which is looking to diversify its business beyond its core oil and petrochemicals operations.

Campa Cola is an iconic brand

Speaking about the relaunch, a Reliance spokesperson said, “Campa Cola is an iconic brand that has a special place in the hearts of Indian consumers. We are thrilled to be bringing it back and are confident that it will be well-received by consumers across the country.”

Reliance has already launched a range of new products under the Campa Cola brand, including a carbonated soft drink, a lemonade, and a ginger ale. The company has also introduced a new packaging design for the brand, which features the classic Campa Cola logo and a retro-style label.

The relaunch of Campa Cola is part of Reliance’s

The relaunch of Campa Cola is part of Reliance’s broader strategy to expand its presence in the Indian consumer market. In recent years, the company has made significant investments in sectors such as retail, telecommunications, and e-commerce, as it seeks to tap into India’s rapidly growing middle class.

The Indian beverage market is currently dominated by Coca-Cola and PepsiCo, which together control more than 80% of the market. However, there is growing demand among Indian consumers for locally produced and branded products, particularly in the wake of the COVID-19 pandemic

expected to grow by 9%

According to a recent report by market research firm Euromonitor International, the Indian soft drinks market is expected to grow by 9% in 2021, driven by rising consumer demand for healthier and more natural products. The report also notes that there is increasing interest in regional and traditional Indian flavors, which could benefit local brands such as Campa Cola.

The relaunch of Campa Cola comes at a time when several other Indian companies are also looking to enter the soft drinks market. Earlier this year, Tata Consumer Products launched a new range of beverages under the brand name Tata Gluco Plus, while the Indian start-up Hector Beverages has been expanding its range of traditional Indian drinks such as chai and lassi.

Indian beverage market remains highly

While the Indian beverage market remains highly competitive, there is also significant potential for growth, particularly in the non-alcoholic beverage segment. As more Indian consumers adopt healthier lifestyles and seek out products that are more in line with their values and beliefs, local brands such as Campa Cola could stand to benefit.