Reliance announced that it is “bringing back ‘The Great Indian Taste’ with Campa”. Reliance Retail, a subsidiary of Reliance Industries has announced it is re-launching Campa Cola, a legacy soft-drink brand in its latest move to expand its presence in the retail sector and bring back heritage Indian brands. Campa-Cola was a popular soft drink brand in the 1970s and 1980s until it slowly fizzled out in competition with Coca Cola and Pepsi.
The company is relaunching the iconic soft drink with the slogan “The Great Indian Taste” with fresh branding to penetrate the carbonated drinks markets. It announced that it will be launching Campa in Campa Cola, Campa Lemon, and Campa Orange in the carbonated beverage category. The company plans to attract youngsters with its fresh branding as well as remind older family members of fond memories as per the spokesperson’s statement. The new Campa Cola products will be available in 200 ml, 500 ml, 600 ml, 1,000 ml, and 2,000 ml packs.
The move comes as Reliance is positioning itself to take on the carbonated drinks market. In January this year, Reliance Retail’s subsidiary, Reliance Consumer Products Ltd (RCPL) acquired a 50% stake in Gujarat-based legacy brand Sosyo Hajoori Beverages Pvt Ltd. The legendary brand was popular for its carbonated soft drinks and juices. Reliance is reported to have purchased the Campa brand from Pure Drinks group for Rs 22 crore before the Hajoori acquisition.
Reliance is aggressively expanding its presence in the consumer goods segment. The company currently runs India’s largest network of 17,225 brick-and-mortar stores selling a range of products from fresh vegetables and groceries to electronics and clothing.
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