Creating a new campaign for Reliance to promote Campa Cola
Reliance Consumer Products (RCPL) and leading Chennai-based Bovonto soft drink manufacturer Kali Aerated Water Works are in advanced negotiations for a manufacturing and distribution partnership to produce and market Reliance’s Campa line of soft drinks.
Before purchasing Campa in August of last year, Reliance had been in talks to buy the bulk of Kali Aerated Water Works. One of the most well-known cola brands in the southern regions, Bovonto fiercely competes with Coke and Pepsi. More than eight plants of Kali Aerated, which also produces lemon, orange, and ginger ale fizzy beverages, are located in the South. In addition, juices and sweet coconut water are for sale.
“The agreement, which is in the final stages, will provide Reliance instant advantage of Bovonto’s manufacturing lines as well as strong distribution outreach, and a clear advantage over the competition,” one of the executives stated.
It took till Sunday afternoon before RCPL, the FMCG division and a wholly owned subsidiary of Reliance Retail Ventures (RRVL), responded to an email. Executives of Kali Aerated Drinks did not respond to questions.
“Regional businesses continue to dominate their native markets despite relatively little money being spent on marketing and advertising. Despite the fact that national brands like Coke, Pepsi, Thumbs Up, and 7Up extensively invest in local marketing and advertisements in local languages, “said a different executive who works for a significant bottler.
The beverages are mostly sold in Tamil Nadu and Andhra Pradesh by Kali Aerated Water Works, popularly known as Kalimark, at rates that are less expensive than those of major brands. About a century ago, the firm launched its beverage division with Bovonto, an aerated drink with a grape flavour. According to data on its LinkedIn network, businessman PVSK Palani Appa Nadar founded Kalimark in 1916 as a producer and seller of carbonated and non-carbonated drinks.
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