Reliance Industries, through its consumer arm Reliance Consumer Products Ltd (RCPL), is bringing back Campa Cola—a brand many Indians once loved, all set to challenge big names like Coca-Cola and Pepsi this time. With a smart pricing plan and the power of Reliance’s massive distribution network, Campa Cola is aiming to make a strong impact on the Indian soft drink market. Mukesh Ambani’s Reliance Group bought Campa Cola from Pure Drinks for ₹22 crore last year. The brand is set to return with three flavours: cola, lemon, and orange. It had disappeared from the market after global brands like Coca-Cola entered India.
Smart pricing to win over customers
Campa Cola isn’t just back for nostalgia—it’s priced to compete. The brand’s 200 ml and 500 ml bottles are selling for ₹10 and ₹20, much cheaper than the ₹40 that Coca-Cola and Pepsi charge for a 600 ml bottle. This low pricing has already caught the attention of many buyers, especially during the festive season. In places like West Bengal, during Durga Puja, the affordable prices made Campa Cola a popular choice.
Better margins for retailers
Reliance’s strategy is not just about keeping prices low for consumers. They are also offering higher margins to small shops and retailers, especially on their ₹10 packs. This means that shop owners make more profit by selling Campa Cola. This helps the brand get more shelf space and visibility in both big cities and small towns.
Impact on competitors like Tata
The effects of Reliance’s strategy are being felt across the industry. Tata Consumer Products, which makes Tata Gluco Plus, had to lower its prices after Campa Cola entered the market. Tata was charging 30% more than its competitors, but the pressure from Campa Cola’s pricing made them rethink their strategy to stay competitive.
Festive season success
The timing of Campa Cola’s comeback has been perfect, as the festive season helped boost its sales. The brand’s affordable pricing has attracted many budget-conscious consumers, not just in cities but also in rural areas where price plays a big role in purchase decisions.
Nostalgia meets new strategy
Campa Cola’s return isn’t just about low prices—it’s also playing on nostalgia. Many Indians remember the brand from the past before Coca-Cola and Pepsi entered the scene. Reliance is reviving that emotional connection, presenting Campa Cola as a homegrown alternative to foreign brands. With Reliance’s vast retail network, including stores like Jiomart, Reliance Fresh, and Reliance Smart, Campa Cola has quickly gained popularity again.
Challenging Coca-Cola and PepsiCo
India’s soft drink market, worth $4.6 billion, has been dominated by Coca-Cola and Pepsi for a long time. But with Reliance stepping in, things are changing. The market is expected to grow by 5% every year until 2027, and Reliance is in a strong position to capture a big share of this growth. Experts believe that Reliance’s combination of financial power, distribution reach, and smart pricing gives it an edge over its competitors.
Scaling up for the future
RCPL, which earned ₹3,000 crore in sales in its first full year, is already planning to invest ₹500 to ₹700 crore in building bottling plants for Campa Cola. This will help increase production and expand the brand’s reach across India.
