Reliance Consumer Products’ revival of Campa Cola has quickly become one of India’s most disruptive stories in the FMCG sector. A nostalgic brand from the ’90s, Campa Cola has re-emerged with a modern twist, achieving over ₹1,000 crore in revenue within just 18 months of its relaunch. At the heart of this rapid success is a strategic trifecta—affordable pricing, retailer-friendly margins, and impactful marketing.
₹10 Pricing and Strategic Visibility Fuel Campa Cola’s FMCG Surge
The real game-changer was the introduction of a 200 ml PET bottle priced at just ₹10—half the cost of market giants like Coke and Pepsi. In a highly price-sensitive market like India, this move instantly struck a chord. However, Reliance didn’t stop at pricing. It incentivized retailers with higher margins (6–8%) compared to the industry average of 3.5–5%, prompting retailers to favour Campa over established players. This led to increased shelf visibility in kiranas, local vendors, and even rural areas, making the brand widely accessible across Tier II and III cities.
Instead of pursuing aggressive advertising, Reliance took a more calculated approach by securing co-presenting sponsorship of IPL 2025 for ₹200 crore. This ensured massive visibility during one of India’s most-watched events, reinforcing brand recall without traditional ad blitzes. As a result, Campa Cola now features in over 18,900 stores, supported by Reliance’s own retail channels like JioMart and Sahakari Bhandars.
Reliance Expands ₹10 FMCG Play, Shaking Up Legacy Giants
The ₹10 strategy is not limited to Campa Cola. Reliance is expanding its affordable FMCG portfolio with products like RasKik (a glucose drink), Spinner (a sports drink co-developed with Muttiah Muralitharan), and Independence Water (750 ml bottled water), all priced at ₹10. Distributors are reporting high demand, with stocks frequently sold out in multiple regions.
Legacy beverage giants like Pepsi and Coke have begun responding with price cuts and bundled offers, but these seem reactive. Just as Reliance disrupted telecom with Jio, it is now transforming FMCG—one ₹10 product at a time—by combining value, reach, and smart execution.
Summary:
Reliance’s revival of Campa Cola has shaken up India’s FMCG space, hitting ₹1,000 crore revenue in 18 months. A ₹10 pricing strategy, higher retailer margins, and smart IPL marketing fuelled growth. Expanding its affordable product line, Reliance is challenging legacy brands like Pepsi and Coke with high demand and strong distribution.
