Reliance’s Campa Cola might spark a pricing war this summer.
Campa Cola, the iconic beverage brand, is ready to make a comeback in the Indian market after nearly three decades. Reliance, founded by businessman Mukesh Ambani, has announced the re-launch of the 50-year-old renowned beverage brand in a new contemporary form, which will hit markets this summer. Campa Cola, a popular drink in the 1970s and 1980s, will soon be available in cola, lemon, and orange flavours.
With the reintroduction of Campa Cola, Reliance hopes to strengthen its own consumer products portfolio in order to compete with Adani Group, ITC, and Unilever. According to a release, the Campa portfolio will initially feature Campa Cola, Campa Lemon, and Campa Orange in the sparkling beverage category, with the addition of the cold beverage portfolio accessible in Andhra Pradesh and Telangana first, and then pushed out across the country in stages.
Campa Cola, which debuted in the 1970s, quickly became a household name and market leader in the soft drink industry. Nevertheless, with the opening up of the Indian market and the advent of global giants such as Coca-Cola and PepsiCo in the late 1990s, the popular soft drink brand fizzed out. The beverage was then marketed with the phrase “The Great Indian Taste,” which Reliance hopes to revive with the re-launch of Campa Cola.
As per Reliance, the introduction of the Campa portfolio “is in keeping with the company’s objective to promote homegrown Indian brands that not only have a rich legacy but also have a deep-rooted affinity with Indian customers due to their unique tastes and flavors.
Campa’s modern cut-through character, with 50 years of rich legacy, is ready to provide Indian consumers ‘The Great Indian Taste’ this summer, according to the statement.
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The new Campa Cola beverages will be offered in five thirst-quenching pack sizes, each with a different consumption range: a 200 ml instant consumption pack, 500 ml and 600 ml on-the-go sharing packs, and 1,000 ml and 2,000 ml home packs. But, Reliance has not yet released price information for its new Campa ranges.
