Campa Cola, once the pride of India’s soft drink scene during the 1970s and 80s, enjoyed massive popularity thanks to its “Great Indian Taste.” It was a homegrown alternative during a time when brands like Coca-Cola were in the Indian market. However, Campa’s dominance began to fade after the return of global giants like Coca-Cola and Pepsi which rapidly overshadowed Indian players with deep marketing pockets and international appeal. Campa struggled to compete and later on quietly disappeared from mainstream shelves.
In 2022, Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Retail, acquired Campa Cola. The brand was officially relaunched in 2023, making a nostalgic comeback, this time with a powerful backer. RCPL’s goal was to challenge the global beverage giants once again, but with better infrastructure, strategy, and brand legacy on its side.
Reliance’s plan for Campa mirrors its highly successful Jio telecom strategy: disrupt the market with aggressive pricing. Just like how Jio SIMs flooded the telecom space with low prices and high value, Campa Cola is being positioned as a more affordable alternative to Coca-Cola and Pepsi. This pricing strategy is designed to quickly grab market share, especially in Tier 2 and Tier 3 cities, where price sensitive consumers dominate.
₹8,000 Crore Investment to Reclaim the Cola Market
Now, Reliance plans to invest up to Rs 8,000 crore to expand its soft drink business, focusing on the revival of Campa, challenging its rivals like Coca-Cola and Pepsi. By March 2027, RCPL aims for national availability and in about 12 – 15 months, 10 – 12 new plants are to be established. The investment aims to boost manufacturing capabilities, as well as expand the brand’s reach and presence across the country and it is a direct effort to take on Coca‑Cola and PepsiCo in India’s competitive beverages market.
A Pricing Strategy That Disrupts the Market
What makes this initiative stand out is the fact that Reliance is employing a low-pricing strategy to compete with the established players and it matters because part of Reliance’s broader FMCG expansion strategy is to leverage its ambition to grow into new consumer goods segments.
RCPL’s Record-Breaking Growth in FY 2025
RCPL’s growth has been rapid. In FY 2025, the company recorded ₹11,450 crore in revenue, becoming India’s fastest-growing FMCG business. Both Campa Cola and its other beverage brand, Independence, crossed ₹1,000 crore in annual turnover, a strong sign that Reliance’s strategy is gaining ground.
The brand’s low-pricing model, widespread retail network, and use of legacy Indian identity give it a unique advantage. With Reliance’s vast logistics and retail backbone (through Reliance Retail), the company can reach tier 2 and tier 3 cities faster than most of its competitors.
Why This Is More Than Just Nostalgia
Reliance’s revival of Campa Cola is more than a nostalgia play, it’s a strategic bet to reshape India’s FMCG landscape. Backed by aggressive investment, robust distribution, and competitive pricing, RCPL is set to become a major player in India’s beverage segment. If successful, this could redefine the cola wars in India, with Campa Cola once again becoming a household name, only this time, powered by one of the country’s biggest business empires.
