Reliance Consumer Products (RCP), the newly floated fast-moving consumer goods (FMCG) flagship, has revived the 50-year-old legendary beverage brand Campa and will sell it in general trade after being forced out of the market by competition in the late 1990s.
Larger stock-keeping units of the cola were put at its supermarkets and hypermarkets after it purchased the brand from Pure Drinks in August last year, allegedly for Rs 22 crore.
“The Campa portfolio will initially include Campa Cola, Campa Lemon, and Campa Orange in the sparkling beverage category,” the company said in its release.
Campa will be available for Rs 10 for 200 milliliters (ml), Rs 20 for 500 ml, Rs 30 for 600 ml, Rs 40 for 1 liter, and Rs 80 for 2 liters.
It has priced its product cheaper than competitors in the aerated beverage industry, including Coca-Cola and PepsiCo.
Coca-Cola sells a 250-ml polyethylene terephthalate bottle for Rs 20.
“RCP’s roll-out of its cold beverage portfolio across the country, starting with Andhra Pradesh and Telangana, is aligned with the company’s vision of offering value and choice to Indian consumers through high-quality products at affordable price points,” the company said in its release.
According to insiders, the corporation would also actively promote Coca-Cola 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 in the release.
The company added, “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 our expanding our FMCG business.”
In August last year, Reliance Industries’ consumer arm announced its entry into the sector, adding brands such as Sosyo Hajoori, a confectionery range from Lotus Chocolate, Sri Lanka’s biscuit brand Maliban, as well as daily essentials under its brands such as Independence and Good Life, among others.