Friday, March 31, 2023

Campa: Reliance brings back the Campa Cola of the 70s – Usky News

New Delhi: Billionaire Mukesh Ambani’s Reliance Relaunched 50 years old iconic beverage brand campa cola In a new contemporary avatar, as it is ramping up its own consumer goods offerings to compete with Adani, ITC and Unilever.
in january this year Reliance Consumer Products Limited, the fast growing consumer goods arm of Reliance Retail, has acquired 50 per cent stake in Gujarat-based carbonated soft drinks and juices maker Socio Hazuri Beverages Pvt Ltd. CAMPA The Pure Drinks group brand was reportedly sold for Rs 22 crore.
And now, it has relaunched the Campa brand of beverages.
“Campa Cola, Campa Lemon and Campa Orange will initially be included in the Campa portfolio in the sparkling beverages category,” the company said in a statement. Country in stages.
Campa Cola was a popular soft drink brand in the 1970s and 1980s, but faded with the entry of Coca-Cola and PepsiCo.
Pure Drinks Group was the sole distributor of Coca-Cola in India from 1949 to the early 1970s. It launched its own brand, Campa Cola, in the 1970s and soon became the market leader in the soft drinks segment. Later, it introduced Campa Orange, an orange-flavored aerated drink.
The firm, which had two bottling plants in Mumbai and Delhi, sold beverages with the slogan ‘The Great Indian Taste’, but lost business as the economy opened up in the 1990s.
Reliance Consumer Products Limited (RCPL) is bringing back ‘The Great Indian Taste’ with Campa, the statement said.
The re-launch of Campa is part of Ambani’s bid to accelerate access to the country’s fast-growing consumer goods market with his own versions of Reliance’s products, from soap and shampoo to cookies and colas.
Reliance Retail runs the country’s largest network of brick-and-mortar stores with around 17,225 sites, selling everything from groceries to electronics.
It already owns nearly two dozen consumer goods brands, including the Good Life and Best Farms range of staple foods like rice and other cereals, Snack Tac snacks, Glimmer cosmetics, Yes! Sosyo, a fizzy drink and fruit juice label.
“With this launch, RCPL further strengthens its versatile FMCG portfolio, which includes the heritage brand of Sosyo Hazuri, the confectionery range from Lotus Chocolates, Maliban, Sri Lanka’s leading biscuit brand as well as its own brands including Independence and Good Life daily essentials among others,” the statement said.
RCPL is the FMCG arm and a wholly owned subsidiary of Reliance Retail Ventures Limited (RRVL).
The launch of the Campa portfolio is in line with the company’s strategy to promote “homegrown Indian brands that not only have a rich heritage, but also boast of a deep connect with Indian consumers owing to their unique taste and flavour”.
Speaking on the launch, RCPL spokesperson said, “By introducing Campa in its new avatar, we hope to inspire generations of consumers to adopt this iconic brand and create a new wave of excitement in the beverage segment . While older members of the family will have fond memories of Original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp fresh taste”.
“With the fast-growing Indian market opening up to more consumption opportunities, we are really excited to bring back Campa, which is another bold step in expanding our FMCG business.”
With a rich heritage of 50 years, the contemporary cut-through character of Campa is all set to present ‘The Great Indian Taste’ to Indian consumers this summer, the statement said.
Five thirst-quenching pack sizes will be offered under the Campa range for multiple consumption occasions: a 200ml instant consumption pack, 500ml and 600ml on-the-go sharing packs and 1,000ml and 2,000ml domestic packs.
Although the company did not tell about the price of Campa.
The company said, “RCPL has rolled-out its cold beverage portfolio across India, starting with Andhra Pradesh and Telangana, to bring value and choice to Indian consumers through high quality products at affordable price points.” aligned with the overall vision of the company to offer.”


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