Mukesh Ambani’s BIG Move To Challenge Coca-Cola And PepsiCo? Reliance’s Campa Cola Is Back – All Details.
Mukesh Ambani-led Reliance Industries is set to shake up India’s Rs 38,000-crore beverage industry with the relaunch of Campa Cola. Once a popular brand in the 70s and 80s, Campa Cola is making a comeback with competitive pricing and strategic collaborations with kirana stores and small retailers. Read on further to find out more details.
Mukesh Ambani’s BIG Move To Challenge Coca-Cola And PepsiCo? Reliance’s Campa Cola Is Back – All Details (Image Source: Reliance Industries).
New Delhi: Reliance Industries, led by Mukesh Ambani, is gearing up to re-enter the Indian beverages market with the revival of its soft drink brand, Campa Cola. The company’s fast-moving consumer goods (FMCG) arm, Reliance Consumer Products Limited (RCPL), is expected to launch the product soon. It is aiming to shake up the competition with major brands like Coca-Cola and PepsiCo.
According to a report from the Economic Times, Ambani is dedicated to making this relaunch a success. Reliance plans to adopt an aggressive pricing strategy. As per the report, the company is planning to offer higher margins for retailers, which could significantly challenge its competitors. Historically, Reliance’s pricing strategies have contributed to its success, compelling other companies to rethink their pricing approaches.
Campa Cola’s strategy includes providing local retailers with better trade margins, allowing the drink to secure valuable shelf space in India’s fragmented retail market. This approach is designed to enhance Campa Cola’s visibility and availability across the country.
With the festive season approaching, Reliance is ramping up its marketing and distribution efforts. During the recent Durga Puja celebrations in West Bengal, Campa Cola captured attention with its competitive pricing. While Coca-Cola and Pepsi offered their 600 ml bottles for Rs 40, Campa-Cola priced its 200 ml and 500 ml bottles at just Rs 10 and Rs 20, respectively.
Campa Cola: Availability
Despite the promising launch, Campa Cola’s availability is still limited in certain areas. However, Reliance’s commitment to investing in bottling plants and enhancing production capacity signals a focus on long-term growth. Reliance Consumer Products Ltd (RCPL), which achieved sales of Rs 3,000 crore in its first full year, plans to invest between Rs 500 crore and Rs 700 crore to boost production.
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