Campa comes back: Reliance Retail rolls out the iconic beverage brand - Moneycontrol

Local beverage brand Campa, a heritage of over 50 years in the Indian market, has been re-launched by Reliance Consumer Products Ltd (RCPL), months after it was acquired by the company's parent entity Reliance Retail Ventures Ltd.

The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the sparkling beverage category, a release issued by the FMCG arm of Reliance said.

The launch comes at the onset of summer season, when the sale of beverages and other refreshments usually escalate.

Campa will bring back “The Great Indian Taste” this summer, RCPL said, adding that the product will be available in five packs: 200ml, 500ml, 600ml, 1,000ml and 2,000ml home packs.

Campa was acquired by Reliance Retail in August last year for Rs 22 crore from Delhi-based Pure Drinks Ltd.

The brand, in the 1970s and 80s, held a major share in the market, but was outcompeted by foreign players Pepsi and Coca-Cola in the 1990s.

An advertisement of Campa beverage brand dating back to the 80s

The rollout of Campa could pit RCPL against Pepsi and Coca-Cola in the beverages market.

"By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment. While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp refreshing taste," an RCPL spokesperson said.

"With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring back Campa, which is yet another bold step forward for our expanding FMCG business," the spokesperson added.

RCPL, which had also acquired another local beverage brand Sosyo Hajoori last year, said it has rolled out of its cold beverage portfolio across India starting with Andhra Pradesh and Telangana.

The company's wider FMCG portfolio includes confectionary range from Lotus Chocolates, Sri Lanka’s leading biscuit brand Maliban, as well as daily essentials under its own brands including Independence and Good Life, among others.

With its foray into the sector, Reliance will be competing with FMCG behemoths like Hindustan Unilever, Nestle, Britannia, etc in an industry which is valued at over $110 billion in the country.

Disclaimer: Moneycontrol is a part of the Network18 group. Network18 is controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary.

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