Reliance Consumer Products to Launch Beverage Brand Campa
Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Retail Ventures Limited (RRVL), announced the launch of the iconic beverage brand Campa on Thursday.
According to a press release, the Campa portfolio will initially include Campa Cola, Campa Lemon, and Campa Orange in the sparkling beverage category.
This brand's launch is consistent with the company's strategy of promoting homegrown Indian brands that not only have a rich heritage but also have a deep connection with Indian consumers due to their distinct tastes and flavours.
“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. With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring back Campa, which is yet another bold step forward for our expanding FMCG business,” said RCPL spokesperson.
RCPL has expanded its diverse FMCG portfolio, which includes heritage brands from Sosyo Hajoori, a confectionary range from Lotus Chocolates, Sri Lanka's leading biscuit brand Maliban, and daily essentials under its own brands such as Independence and Good Life, among others.
For the fiscal year ended March 31, 2022, RRVL reported a consolidated turnover of 199,704 crore ($ 26.3 billion) and a net profit of 7,055 crore ($ 931 million).
The Campa brand acquisition was part of Reliance's strategy to scale up the FMCG business and give it a dedicated focus through its own private labels as well as acquisitions of once popular and regional brands.
Reliance is also in advanced stages of talks with a popular South-based soap, edible oil, and namkeen brand, according to industry executives, and due diligence is currently underway.
After Coke was asked to leave India in the late 1970s, Pure Drinks Group, which was originally the bottler and distributor of Coca-Cola, came up with Campa Cola. "The Great Indian Taste" was Campa Cola's slogan. It, along with Parle's soft drink brands Thums Up, Gold Spot, and Limca, dominated the market. Coca-Cola later acquired the three Parle brands upon its reentry, while Campa was unable to compete.
Pure Drinks attempted to resurrect Campa Cola and the brand several times, including a last-ditch effort in 2019, but failed due to a lack of financial strength to compete with the American beverage behemoths.
Isha Ambani, Reliance Industries chairman Mukesh Ambani's daughter and a director in the retail holding company - Reliance Retail Ventures, on Monday announced in the annual general meeting that Reliance will launch the FMCG business this year with an objective to "develop and deliver high quality, affordable products which solve every Indian's daily needs".