INDIA – Six months after closing the acquisition deal for India’s home-grown soft drink brand Campa from Delhi-based Pure Drinks Group, Reliance Consumer Products Limited (RCPL) has announced the launch of the iconic beverage brand, which has over 50 years of heritage back to the Indian market.
The launch of this 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 Campa portfolio will initially include Campa Cola, Campa Lemon, and Camp Orange in the sparkling beverage category, a release issued by the FMCG arm of Reliance said.
In addition, the brand will bring back “The Great Indian Taste” this summer, RCPL noted adding that the product will be available in five packs: 200ml, 500ml, 600ml, 1,000ml, and 2,000ml home packs.
The launch is timely as in summer, the sale of beverages and other refreshments usually escalates.
Speaking on the launch, RCPL spokesperson said: “By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment.”
“While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp, refreshing taste. With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring back Campa, which is another bold step forward for our expanding FMCG business.”
Campa drink, currently bottled by Jallan Food products, has dominated the Indian market for about 15 years in the absence of foreign competition after the likes of Coca-Cola were asked to leave in 1977.
After the return of foreign corporations to the soft drink market in the 1990s, the popularity of Campa Cola declined, and its operations were scaled down as it could not sustain the competition.
Pure Drinks had tried multiple times to revive Campa Cola and the brand, with the last-ditch effort in 2019, but failed due to a lack of financial strength to take on the American beverage giants.
In September last year, Reliance Retail Ventures Limited (RRVL), the parent company of RCPL, snapped up the brand in a Rs 22 crore deal, promising to introduce the newly acquired business to the general trade and local markets around Diwali.
The acquisition of the Campa brand was part of Reliance’s strategy to scale up the FMCG business and give it a dedicated focus on its private labels.
With the launch, RCPL has strengthened its diverse FMCG portfolio, which comprises heritage brands from Sosyo Hajoori, confectionary range from Lotus Chocolates, Sri Lanka’s leading biscuit brand Maliban, as well as daily essentials under its brands, including Independence and Good Life, among others.
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