Campa Cola is back! Mukesh Ambani-led Reliance rolls out new Campa in 3 flavours

Story by: Basudha Das 
Designed by: Mohsin

Reliance Consumer Products, the FMCG arm of Reliance Retail, on Thursday re-launched the iconic beverage brand Campa, which has a heritage of over 50 years in the Indian market

Reliance launches
new Campa

Campa’s new range in
3 flavours

The Campa portfolio will initially include Campa Cola, Campa Lemon, and Campa Orange in the sparkling beverage category. The cold beverage range will be launched across India starting with Andhra Pradesh and Telangana

Reliance Industries acquired the Campa business from Delhi-based Pure Drinks Group in 2022 for Rs 22 crore

Campa acquired by
Reliance Industries

Campa’s pack sizes will range from 200 ml immediate consumption pack, 500 ml and 600 ml on-the-go sharing packs and 1,000 ml and 2,000 ml home packs

Campa’s new pack sizes

Campa Cola, whose slogan was "The Great Indian Taste", entered the Indian market after Coca Cola was ousted from the country around Emergency due to regulatory issues

Campa ruled in absence
of Coca Cola

"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," said Reliance Consumer Products

What Reliance says
about new Campa

Campa along with soft drink brands developed by Parle, Thums Up, Gold Spot and Limca, were the top brands in the 1980s. Later, Coca-Cola acquired the three Parle brands on its re-entry

Campa and soft drinks

Campa started losing market share after Pepsi and Coca Cola entered the Indian market in the 1990s. Pure Drinks tried multiple times to revive Campa Cola, but failed due to lack of financial strength

Campa's lost ground

In 2000-2001, Campa Cola’s bottling plant and offices in Delhi were shut and later in 2022, it was acquired by Reliance

Campa closes bottling plant

Reliance Retail has been strengthening its FMCG portfolio by acquiring various heritage brands like Sosyo Hajoori, confectionary range from Lotus Chocolates, Sri Lanka’s leading biscuit brand Maliban, among others

Reliance’s retail footsteps 

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