Reliance's Campa brand returns to quench the thirst of a new age India
Reliance Retail Ventures expands FMCG portfolio with re-launch of Campa
10 March 2023
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Kunal Tyagi
In the effervescent beverage area, Reliance Consumer Products has introduced products from the renowned producer Campa, including Campa Cola, Campa Lemon, and Campa Orange.
The company's strategy for marketing indigenous Indian brands with a rich history and strong ties to Indian customers includes the launch as one phase.
Heritage producers from Sosyo Hajoori, a variety of confections from Lotus Chocolates, Sri Lanka's leading biscuit brand Maliban, and everyday necessities underneath its personal brands are already part of RCPL's diverse FMCG portfolio.
The legendary manufacturer Campa has been launched by Reliance Consumer Products (RCPL), a division of Reliance Retail Ventures (RRVL), for a modern India. In the effervescent beverage sector, the Campa portfolio will initially include Campa Cola, Campa Lemon, and Campa Orange. This launch is a step in the company's strategy for supporting indigenous Indian brands with a rich history and a strong bond with Indian customers. The cold beverage portfolio of RCPL will be distributed across all of India, beginning in the states of Andhra Pradesh and Telangana.
According to an RCPL spokeswoman, by presenting Campa in its new form, the business intends to inspire customers of all generations to support this famous brand and spark fresh interest in the beverage industry. With a rapidly changing Indian market creating more occasions for consumption, RCPL is thrilled to take back Campa, which is another risky move for its expanding FMCG sector. Campa's innovative product, with a long legacy, will offer Indian consumers "The Great Indian Taste" this summer.
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Heritage producers from Sosyo Hajoori, a variety of confections from Lotus Chocolates, Sri Lanka's leading biscuit producer Maliban, and everyday basics under its very own brands, including Independence and Good Life, among others, are already included in RCPL's diverse FMCG portfolio. The FMCG portfolio of RCPL is further strengthened by this introduction. The FMCG division of RRVL is called RCPL, a fully owned subsidiary. With almost 17,225 locations, Reliance Retail manages the largest network of physical stores in the nation, providing everything from groceries to electronics.
As Coca-Cola and PepsiCo entered the market in the 1970s and 1980s, Campa-once-dominant Cola's soft drink business began to fade. From 1949 until the 1970s, Pure Drinks Group was the exclusive distributor of Coca-Cola in India. In the 1970s, it introduced its own brand, Campa Cola, and quickly expanded to take the lead in the market for tender drinks. Subsequently, it debuted Campa Orange, an aerated beverage with an orange taste. The company, which had two bottling facilities in Mumbai and Delhi, marketed its liquids under the tagline "The Great Indian Taste," but lost business once the economy opened up in the 1990s.
Reliance Consumer Products Ltd. purchased a 50% interest in Gujarat-based Sosyo Hajoori Beverages Pvt Ltd., which produces carbonated soft drinks and juices, in January 2022. The Pure Drinks team had previously sold the Campa brand to the corporation for a reported Rs 22 crore. And now the Campa beverage firm has been relaunched. With Reliance's own versions of products, which range from soap and shampoo to cookies and cola, Mukesh Ambani hopes to quickly expand his company's presence in the surprisingly expanding consumer goods industry of the country. This effort includes the re-launch of Campa.
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