This summer, Mukesh Ambani’s Reliance Group will relaunch Campa Cola, an iconic 50-year-old beverage brand.
Last August, it purchased the brand from its creators, Pure Drinks, for 220 million rupees ($26,80,882; £22,48,342).
The soda will be available in three flavors: cola, lemon, and orange.
The beverage was popular in the 1970s and 1980s, but it faded when foreign cola brands entered the market.
Reliance has re-launched the iconic soft drinks brand “Campa Cola” pic.twitter.com/KqYT6Urw1c
— Marketing Maverick (@MarketingMvrick) March 9, 2023
In the sparkling beverage category, the Campa portfolio will initially include Campa Cola, Campa Lemon, and Campa Orange. Reliance Consumer Products (RCPL) said in a statement on Thursday that the launch of this brand was in line with the company’s strategy to promote homegrown Indian brands that not only have a rich heritage but also have a deep-rooted connection with Indian consumers.
Campa Cola is back: All You Need To Know About
In India, Campa Cola (originally spelled Campa-Cola) began where Coca-Cola left off.
Coca-Cola, which first arrived in India in the 1950s, was the country’s most popular soft drink brand until the 1970s.
In 1977, a change in government policies required Coca-Cola to dilute its equity stake in its Indian subsidiaries while also disclosing the “secret formula” of its concentrate to them.
According to the company, RCPL’s expansion of its cold beverage portfolio across India, beginning with Andhra Pradesh and Telangana, is consistent with the company’s overall vision of providing value and choice to Indian consumers through high-quality products at reasonable prices.
According to RCPL, Campa will reintroduce “The Great Indian Taste” this summer in five sizes: 200ml, 500ml, 600ml, 1,000ml, and 2,000ml home packs.
Reliance Retail purchased Campa from Delhi-based Pure Drinks Ltd in August of last year for Rs 22 crore.
With an aggressive marketing campaign and a vast distribution network, Pepsi and Coca-Cola would overtake Campa Cola.
The soft drink company shut down its bottling plants in Delhi in the 2000s, and the drink quickly vanished from stores and stalls.