Reliance Industries, led by Mukesh Ambani, is shaking up India’s $4.6 billion beverage market with the revival of Campa Cola. This homegrown brand, which dominated Indian households in the 1970s and 80s, has made a stunning comeback under Reliance Consumer Products Ltd (RCPL), posing a serious challenge to global giants like Coca-Cola and PepsiCo.
Reliance is leveraging an aggressive pricing strategy to capture market share quickly. Offering Campa Cola at a competitive Rs 10 for its 200 ml bottle—significantly cheaper than Coke and Pepsi—has caused ripples across the industry. Moreover, by providing higher margins to retailers, particularly local kirana stores, Campa Cola is gaining premium shelf space in both urban and rural markets, ensuring a broader reach.
The timing of this move couldn’t be better, with the festive season in full swing. During Durga Puja, Campa Cola attracted budget-conscious consumers, pricing its 200 ml and 500 ml bottles at Rs 10 and Rs 20 respectively, while rivals offered similar-sized bottles for higher prices. This approach is resonating with price-sensitive customers across India, especially in rural areas where affordability is key.
Reliance’s deep distribution network, including Reliance Fresh, Jiomart, and Reliance Smart, is giving Campa Cola a massive platform for growth. Furthermore, the brand is tapping into nostalgia, reminding consumers of its once-iconic status, positioning it as a homegrown alternative to American brands.
Experts predict that Reliance’s financial power and distribution capabilities will make Campa Cola a significant player in the beverage industry. The company has already announced plans to invest Rs 500 crore to Rs 700 crore in bottling plants, aiming to scale operations rapidly and address supply chain challenges.
With its blend of nostalgia, smart pricing, and retailer-friendly margins, Campa Cola is fast becoming a formidable challenger in India’s beverage market, offering consumers an affordable and homegrown choice. Keep an eye on Campa Cola’s rise as it continues to disrupt the market, potentially reshaping India’s beverage landscape.
