NEW DELHI: Reliance Consumer Products, which is part of the Reliance Group, has reintroduced Campa Cola and is hoping to eat into Pepsi and Coca Cola’s marketshare with attractive pricing this summer.
Campa Cola, which is now part of Mukesh Ambani’s refinery-to-grocery conglomerate, will also come in lemon and orange flavours and will be initially available in Andhra Pradesh and Telangana with a national rollout planned in the coming months.
The launch, months after the brand was acquired from Pure Drinks, also coincides with IPL when advertising and sales pick up. Before the entry of Pepsi and Coke, Campa and Thums Up were among the biggest players in the soft drinks business. While the pricing was not revealed, sources said that the drinks will be priced lower than what comparable products from Pepsi and Coke are priced. For instance, a 200ml bottle of Campa is priced at Rs 10 as against Rs 20 for a 250 ml bottle of Coke or Pepsi.
The launch of 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 of a deep-rooted connect with Indian consumers due to their unique tastes and flavours”, it said in a statement, seeking to position it as a swadeshi product.
Campa Cola, which is now part of Mukesh Ambani’s refinery-to-grocery conglomerate, will also come in lemon and orange flavours and will be initially available in Andhra Pradesh and Telangana with a national rollout planned in the coming months.
The launch, months after the brand was acquired from Pure Drinks, also coincides with IPL when advertising and sales pick up. Before the entry of Pepsi and Coke, Campa and Thums Up were among the biggest players in the soft drinks business. While the pricing was not revealed, sources said that the drinks will be priced lower than what comparable products from Pepsi and Coke are priced. For instance, a 200ml bottle of Campa is priced at Rs 10 as against Rs 20 for a 250 ml bottle of Coke or Pepsi.
The launch of 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 of a deep-rooted connect with Indian consumers due to their unique tastes and flavours”, it said in a statement, seeking to position it as a swadeshi product.
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