Classic Cold Drink Campa Cola Will be Back Soon
In a bidding, Reliance Industries has acquired the brand Campa and has planned to re-launch the Cola product nearing Diwali.
Long before any of our favourite cold drink brands dominated the market, If you remember there existed this ‘[ Made In India’ cola drink named Campa Cola. The brand which was closer to probably everyone’s heart during the 1990s. Campa Cola was a huge part of the Indian market for over 20 years before two US-based cola brands led to the decline of this locally made in India cola brand.
Campa Cola vanished by the year 1999, but now is making a comeback as Mukesh Ambani’s Reliance Industries plans to relaunch the product by Diwali this year. In a bidding, Reliance Industries this week acquired the brand Campa and has planned to re-launch the Cola product by October this year nearing Diwali. According to our sources and a few other reports, Reliance Industries purchased the brand from -based Pure Drinks Group for around Rs 22 crore and said that it would relaunch the Campa Cola by October this year. The Campa Cola will be relaunched in three flavours including its iconic cola, the lemon flavour, and orange. With this, the brand will attempt to compete with existing similar cola products, including Coca-Cola and Pepsi which once led to Campa’s gradual decline in the 1990s. While other local cold drink brands including Parle Agro’s Thumbs Up, Limca, Gold Spot, Citra and Maaza were purchased by Coca-Cola from Parle in 1993, resulting in the continued presence of those brands in the market. Coca - Cola did not buy Campa Cola, which is why it failed to survive in the Indian market.
Reports mention that the product will be accessible for purchase in Reliance Retail shops, Jio Mart outlets, and shopkeepers and retailers that buy Reliance items. According to the reports, Reliance Industries have identified around two dozen other potential brands which can be acquired or partnered with by the company to enhance the business. The business is also in advanced negotiations with an edible oil and namkeen brand, as well as a soap brand. As per our sources, Reliance’s strategy is to go for small-sized deals valued at a few crores as mentioned by the company executive while talking to the Economic Times. Earlier, the company collaborated with Meta and Jio Mart to launch Reliance Retail on WhatsApp, allowing customers to order groceries over WhatsApp.
What do you think about this? Are you excited about the return of Camper Cola? Do mention your thoughts in the comment section below.