Reliance brings back Campa Cola of the 70s

March 09, 2023 20:32

Illustration: Dominic Xavier/Rediff.com

Billionaire Mukesh Ambani's Reliance re-launched the 50-year-old iconic beverage brand Campa Cola in a new contemporised avatar as it looks to ramp up its own consumer goods offering to take on competition from Adani, ITC and Unilever.

In January this year, Reliance Consumer Products Ltd, the fast-moving consumer goods arm of Reliance Retail, acquired a 50 per cent stake in Gujarat-based carbonated soft drinks and juice maker Sosyo Hajoori Beverages Pvt Ltd.

It had previously acquired the Campa brand from Pure Drinks group for a reported Rs 22 crore.

And now, it has re-launched the Campa brand of beverages.

"The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the sparkling beverage category," the company said in a statement, adding the cold beverage portfolio will initially be available in Andhra Pradesh and Telangana and will be rolled out across the country in stages.

Campa-Cola was a popular soft drink brand in the 1970s and 1980s but fizzed 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 segment.

Later on, it introduced Campa Orange, the orange-flavoured aerated drink. -- PTI

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