Reliance Consumer Products (RCP), a leading player in the fast-moving consumer goods (FMCG) sector, has brought back the iconic beverage brand Campa, which had been forced out of the market in the late 1990s due to competition.
RCP acquired the 50-year-old brand from Pure Drinks for Rs 22 crore in August last year.
Background
During the 1970s and 1980s, the locally established Campa brand was a well-known soft drink in India.
However, it lost its popularity when Coca-Cola and PepsiCo entered the market. Pure Drinks Group, which had been the exclusive distributor of Coca-Cola in India from 1949 to the 1970s, launched its own brand, Campa Cola, in the 1970s, and quickly became the dominant player in the soft drink market.
The company later introduced Campa Orange, an aerated orange-flavored drink.
Bid to capture bigger slice of FMCG market
The reintroduction of Campa is a crucial aspect of Ambani’s strategy to establish Reliance Consumer Products (RCP) as a dominant player in India’s rapidly expanding consumer goods market.
RCP aims to offer its own variations of various products, ranging from personal care items like soap and shampoo to food items such as cookies and cola.
Currently, Reliance Retail operates the largest network of physical retail stores in the country, with approximately 17,225 outlets selling a wide range of products from groceries to electronics.
The company already has a portfolio of roughly two dozen consumer goods brands, including Good Life and Best Farms for staple foods like rice and grains, Snac Tac for snacks, Glimmer for cosmetics, Yeah! for fizzy drinks, and Sosyo for fruit juices.
Affordable pricing
The range of products initially offered by RCP’s Campa brand will include Campa Cola, Campa Lemon, and Campa Orange in the sparkling beverage category.
The brand will offer five pack sizes: a 200ml immediate consumption pack, 500ml and 600ml on-the-go sharing packs, and 1,000ml and 2,000ml home packs.
The prices for these packs will be as follows: Rs 10 for 200ml, Rs 20 for 500ml, Rs 30 for 600ml, Rs 40 for 1 litre, and Rs 80 for 2 litres.
In comparison to industry giants such as Coca-Cola and PepsiCo, the Campa brand has priced its products lower.
For example, Coca-Cola’s 250ml polyethylene terephthalate bottle retails for Rs 20.
RCP stated that the product launch is in line with the company’s goal of providing high-quality products at affordable prices and offering value and choice to Indian consumers.
Rollout and advertising
RCP’s rollout of the Campa brand will begin in Andhra Pradesh and Telangana.
The company plans to heavily advertise Campa Cola during the Indian Premier League.
According to a spokesperson for RCP, the reintroduction of Campa in its new form aims to inspire consumers of all ages to embrace the iconic brand and generate excitement in the beverage category.
While older family members may have nostalgic memories of the original Campa, younger consumers are likely to enjoy its crisp, refreshing taste.
The company added that it is thrilled to reintroduce the Campa brand as the rapidly evolving Indian market creates more opportunities for consumption.
This move is another bold step forward for expanding RCP’s FMCG business.
