Fast-moving consumer goods (FMCG) flagship Reliance Consumer Products (RCP) has reintroduced the 50-year-old iconic beverage brand Campa after it was pushed out of the market in the late 1990s by competition.
It bought the brand in August last year, reportedly for Rs 22 crore from Pure Drinks.
Background
The homegrown icon was a popular soft drink brand in the 1970s and 1980s but fizzled out with the entry of Coca-Cola and PepsiCo.
Pure Drinks Group was the sole distributor of Coca-Cola in India from 1949 to the 1970s.
It launched its own brand Campa Cola in the 1970s, and soon became the market leader in the soft drinks category.
Later on, it introduced Campa Orange, an orange-flavoured aerated drink.
Bid to capture bigger slice of FMCG market
The relaunch is part of Ambani’s bid to quickly make its presence known in the nation’s rapidly growing consumer goods market with Reliance’s own versions of products, ranging from soap and shampoo to cookies and cola.
As it is, Reliance Retail runs the country’s largest network of brick-and-mortar stores with around 17,225 sites, selling everything from groceries to electronics.
It already has about two dozen consumer goods brands in its portfolio such as the Good Life and Best Farms ranges of staple foods, such as rice and other grains, Snac Tac snacks, Glimmer cosmetics, Yeah! fizzy drinks and fruit juice label Sosyo.
Affordable pricing
The product range will initially include Campa Cola, Campa Lemon, and Campa Orange in the sparkling beverage category.
Five pack sizes will be offered: a 200ml immediate consumption pack, 500ml and 600ml on-the-go sharing packs and 1,000ml and 2,000ml home packs.
It will cost Rs 10 for 200 millilitre (ml), Rs 20 for 500 ml, Rs 30 for 600 ml, Rs 40 for 1 litre, and Rs 80 for 2 litre.
Compared to other giants in the space such as Coca-Cola and PepsiCo, it has priced its product lower, for eg. Coca-Cola has a 250 ml polyethylene terephthalate bottle which retails at Rs 20.
The company said the launch of the product is “aligned with the company’s vision of offering value and choice to Indian consumers through high-quality products at affordable price points.”
Rollout and advertising
The rollout will begin with Andhra Pradesh and Telangana.
The company is also expected to advertise Campa Cola heavily during the Indian Premier League.
“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,” a spokesperson for RCP said.
The company said further, “With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring Campa back, which is yet another bold step forward for expanding our FMCG business.”
