Thanks to Reliance, 80s nostalgia Campa Cola is back in market

The iconic brand, which was acquired by Reliance Retail Ventures Limited (RRVL) in August last year, on Thursday said that the beverage line has been re-launched keeping in mind demands of the “new-age India”.

| Updated: 09 March, 2023 7:12 pm IST

Domestic beverages maker Campa, which remained synonymous with soft drink in India during the 1980s, is back with a bang! Three sparkling drinks – Campa Cola, Campa Lemon and Campa Organge – will be available in local shops soon.

The iconic brand, which was acquired by Reliance Retail Ventures Limited (RRVL) in August last year, on Thursday said that the beverage line has been re-launched keeping in mind demands of the “new-age India”.

The launch of this brand is in line with the company’s strategy to promote homegrown Indian brands that not only have a rich heritage but also boast a deep-rooted connection with Indian consumers due to their unique tastes and flavours, said Reliance’s FMCG wing RRVL.

Speaking at the launch, RCPL spokesperson said, “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,” the spokesperson added.

With 50 years of rich heritage, Campa’s contemporary cut-through character is set to offer Indian consumers a “The Great Indian Taste” this summer. Five thirst-quenching pack sizes will be offered under the Campa range for several consumption occasions: a 200ml immediate consumption pack, 500ml and 600ml on-the-go sharing packs and 1,000ml and 2,000ml home packs.

RCPL’s roll-out of its cold beverage portfolio across India starting with Andhra Pradesh and Telangana is aligned with the company’s overall vision of offering value and choice to Indian consumers through high-quality products at affordable price points.

With this launch, RCPL further strengthens its versatile FMCG portfolio which comprises heritage brands from Sosyo Hajoori, confectionary range from Lotus Chocolates, Sri Lanka’s leading biscuit brand Maliban, as well as daily essentials under its own brands including Independence and Good Life, among others.

Campa Cola emerged along with a number of soft drinks like Thumbs up to fill the vacuum left behind by Coca-Cola’s eviction from Indian market in 1977 for non compliance of Indian laws.  Reliance Industries, announced its entry into the FMCG space in August, 2022. It  acquired the home-grown soft drink brand Campa from Delhi-based Pure Drinks Group. As  per reports, the deal is estimated to be around Rs 22 crore  The acquisition is part of the Reliance’s plan to enter into the fast-moving consumer goods sector. With Reliance venturing into the cola market, it remains to be seen if old nostalgia of the pre-liberalisation era helps dent the suzerainty of American cola giants like Coca Cola and PepsiC.

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